McArthurGlen collaborates with Universal Music for major spring ad campaign

Europe’s leading owner, developer and manager of designer outlets, McArthurGlen, today announces a major collaboration with Universal Music as part of the group’s new multi-million pound international advertising campaign.

This coincides with the 21^st anniversary of the first designer outlet in Europe opened by McArthurGlen.

Launching in the UK on 21^st March 2016, the Spring campaign will feature the soundtrack of one of Universal Music’s latest breakthrough artists, New York born Norma Jean Martine performing a unique rendition of George Michael’s renowned track ‘Freedom’. 

The advertising campaign will be broadcast on TV, radio, cinema and digital channels, going live throughout 2016 in nine countries including Italy, France, Canada and Germany across major broadcast channels including ITV regional across the UK, Sky and Discovery across Italy, and WDR2 and Radio RTL in Germany. Norma’s re-record of ‘Freedom’ for McArthurGlen is available to purchase on iTunes and on Spotify for streaming.

As Europe’s market leaders in designer outlet retailing, this campaign is part of McArthurGlen’s on-going commitment to deliver an outstanding shopping experience for consumers and ultimately drive performance amongst its network of over 900 brand partners. These include some of the world’s most famous names in luxury, designer and premium fashion such as Armani, Burberry, Coach, Dolce & Gabbana, Gucci, J Crew, Polo Ralph Lauren, and Prada.

Shaeren McKenzie, McArthurGlen Designer Outlets’, Group Marketing Director, said: “Delivering a thriving retail environment for our customers has been our focus over the last 21 years since bringing the outlet concept to Europe.  For our Spring campaign, the first of the year, we have collaborated with Universal Music, working with Norma Jean Martine to re-record George Michael’s ‘Freedom’. It is an iconic track, recorded with a great female artist and the concept of ‘Freedom’ chimed with us, as 21 years ago our chairman was visionary in bringing outlet shopping to Europe and creating more shopping choices for our consumers.”

Marc Robinson, Universal Music’s MD of Globe said: “Collaborating with McArthurGlen on one of their biggest marketing campaigns of the year has given Norma an opportunity to showcase her talent to a global audience. Their understanding of music and fashion and their commitment to new talent have made this a fantastic opportunity for Norma at the start of her budding career”.

The advertising campaign, which marks the launch of McArthurGlen’s Spring/Summer 16 collections, was directed by renowned fashion photographer Nick Haddow whose portfolio includes work with Vogue, W Magazine, L’Officiel, Victoria’s Secret, Universal Films and Wonderland.

As the leader in designer outlet retailing, McArthurGlen’s portfolio of centres reached 22 in 2015 with a further seven new centres underway or in planning and due for completion by 2019 and eight new expansions. Underpinning the group’s ambitious expansion plans across Europe is its strong financial performance. At the end of 2015 the group reported total centre turnover grew by 30% in three years to around 3.5 billion euros.

WARL were the creative agency behind the campaign with 7Stars managing the media buy in the UK, Zenith Optimedia managing the media buy in Italy and Mediateam360 in Germany.