campaign spotlight

Winter Sale

McArthurGlen Designer Outlets
THE CHALLENGE

I was tasked to lead McArthurGlen's annual Winter Sale campaign, which would be delivered across its 6 UK designer outlets: Cheshire Oaks, York, East Midlands, Ashford, Swindon and Bridgend. The messaging focused on the even greater savings in addition to usual outlet reductions, with the core aim of driving footfall, increasing average spend, and challenging pre-conceptions within the market about the depth of product available across brands during the sale period.  

Following two large-scale site developments including the addition of 80 new brands across Cheshire Oaks Designer Outlet and Ashford Designer Outlet, KPIs were at an all-time-high and all eyes were on! 

THE DELIVERY

  • I coordinated a six-week media plan, to include TV and radio spots, paid social content, magazine print, PPC and out-of-home

  • Campaign assets were developed with our incredible in-house creative team, including stylised photography, video shoots, digital banners and POS displays

  • Working with our stills photography stylist I planned a shoot of over 300 pieces from brands across the portfolio

  • My content plan filtered into the latest AW19 trend guide, so we populated centre websites with top picks spotlights, category focused sale articles and 'how to shop sale' guides
4.3 MILLION 

Footfall into outlets

 5.3 MILLION 

New website visitors

 7.5 MILLION

Page views

 +4% 

In-store conversion rate

Watch the 10 second TV advert

 VIEW HERE 
Ben is an incredible critical-thinker, who excels when it comes to campaign management and consumer-facing comms. From working with Ben at McArthurGlen, he's someone that goes above and beyond and isn't afraid to make innovative changes, whether that be ways of working or ways that campaigns can be approached to elevate them further. A great team-player where you know the project will always be delivered to a high standard and always with a friendly and approachable nature. 

Lydia Hampson-Delamere, Marketing Executive at McArthurGlen Designer Outlets


Ben is a determined and focused marketer, with a fantastic eye for detail. He always ensures the customer is at the heart of all of his decisions and makes informed decisions as a result in order to deliver maximum results.

Joanne Forshaw, UK Media Manager at McArthurGlen Designer Outlets
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