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CASE STUDY:McArthurGlen Raise Brand Awareness via Inflight Media

Provided by Ink
Ink raise international brand awareness of McArthurGlen through bespoke advertising in KLMs inflight magazine the Holland Herald

What was the Challenge / Background of the Campaign?

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.

What was the Campaign Objective?

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

What was the Solution?

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.

What were the Results?

"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.

What were the Key Learnings of this Campaign?

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.

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BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kInternational travelers flying to the major European cities
25 - 34
35 - 44
45 - 54
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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