McArthurGlen Designer Outlets is the largest designer outlet company in Europe with 21 centers in Europe’s most famous cities.
With Chinese tourists fast becoming the world’s largest market for global tourism, our task was to engage Chinese travelers to ensure that McArthurGlen becomes central to every European trip.
Our aim was to create awareness across Mainland China about the benefits of tax-free shopping at over 2,600 luxury brand stores including Burberry, Salvatore Ferragamo and Fendi with savings of over 30-70 per cent all year round.
Planning & Execution
We created handy travel fact sheets for the Chinese media on the different cities that McArthurGlen outlets are located in. This was a quick and easy city break travel guide for their readers.
We issued monthly press releases identifying highlights of the stores, locations, promotions and how they are targeting Chinese consumers.
We sent individual media to the outlets to experience the very best of the brands on offer and the great value prices, and created a media roadshow in Beijing and Shanghai to showcase the outlets to the media to give them a taster of McArthurGlen.
Effectiveness / Results
GHC Asia secured key coverage in some of China’s largest publications including Time Out, Cosmopolitan and Apex Manual on shopping, and featured destination travel pieces to McArthurGlen outlets in the likes of Travel + Leisure, Conde Nast Traveller and Travelling Scope.
In the first 12 months GHC Asia delivered over EUR 2.5 million in advertising value equivalent coverage. During this period McArthurGlen Designer Outlets doubled the level of sales (up 99%) last year to Chinese tourists, who now account for one in every five Euros spent by international shoppers at its 21 centers across Europe.