While their Designer Outlets have enjoyed high awareness amongst a primarily local audience, McArthurGlen had only recently began to target the international travel market. Ink, with its portfolio of inflight titles were ideally placed to offer the client a direct route to those traveling into the locations where their outlets were sited from within and outside of continental Europe.

To raise the brand awareness and profile of McArthurGlen Designer Outlets amongst international travellers, from within and outside of the EU.

A focused, high-impact bespoke advertising format was created by Ink's in house creative team. Using specific and targeted media to reach the international audience the client was seeking to introduce the concept of Designer Outlets as Fashion Destinations. The Holland Herald was selected for its strength of audience. Ink's creative team supported the client through the entire process over many months to create engaging & relevant content to get the message across. A unique 8 page barn door insert was designed and published in the July issue of the Holland Herald.

"Our marketing teams across the eight countries were all delighted with the outcome. The 8-page gatefold has become a piece for reference combining the fashion and destination messages" Frances Kung, Travel Marketing Manager, McArthurGlen Group.

By bringing the Holland Herald editorial and commercial team and our advertising agency together at an early stage was a great way to create a story and a style that fit both the McArthurGlen brand image and the magazine's direction.