McArthurGlen marketing strategies are based on the concept "Think global / Act local". For more than two years, McArthurGlen has been redrafting its corporate and brand identity, in order to adapt its image to the tastes and needs of an increasingly globalised public. At the same time, the company maintains a strong commitment to respond to the peculiar needs of each individual local market where it develops and manages its Designer Outlets.

The areas of activity are:

• Market research and positioning studies: environment, catchment basin, opportunities and risks, definition of a distinctive position and strategic three-year communications, marketing and tourism plan.
• Advertising: in 2007, the advertising campaign became international, with a parallel launch in the UK, France, Austria, Germany, Italy and the Netherlands. The media mix and communications language were pitched at a national and local audience.
• Promotions & Events: sustained by the experience of managing 17 Designer Outlets around Europe, McArthurGlen has developed a great deal of expertise in drafting an annual calendar of commercial ventures and events that meet an Outlet’s needs at the various stages of its life.
• Website: the primary instrument introducing the Outlet concept, and the regular medium for the main promotional initiatives organised by Centre itself, by categories of shops and by individual brands.
• Marketing database and Customer Relationship Management: customer loyalty programmes, at the service of the entire Centre but also of individual stores.
• Public relations and press office: positioning of the product in a new market, increased awareness of the Centre, support to individual promotional initiatives and events.
• Personalised promotional instruments: McArthurGlen has developed a wide range of initiatives to support individual shops in each Centre, which make it possible to maximise the yield per square metre and to guarantee protection of the brand.
  
  Email: infomarketing@mcarthurglen.com