McArthurGlen teams up with Universal Music on new marketing campaign

By

Cajsa Lykke Carlson

Published
Mar 18, 2016

McArthurGlen, the owner, manager and developer of a number of European designer outlets, has revealed that it's collaborating with record company Universal Music as part of its new multi-million pound international advertising campaign.

The collaboration coincides with the 21st anniversary of Europe's first designer outlet, which was opened by McArthurGlen. The ad campaign will be shown on TV, radio, cinema and digital channels and feature the soundtrack of Norma Jean Martine, one of Universal Music’s latest breakthrough artists. She will sing a unique rendition of George Michael’s renowned track ‘Freedom’.   

The advertising campaign was directed by fashion photographer Nick Haddow who has previously worked with Vogue, W Magazine, L’Officiel, Victoria’s Secret, Universal Films and Wonderland. It will go live throughout 2016 in nine countries, including the UK, Italy, France, Canada and Germany.

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”.

McArthurGlen has 22 designer outlet centres and another seven are underway or in planning and due for completion by 2019. At the end of 2015, the group said total centre turnover grew by 30% in three years to around €3.5bn.