The activity, which will break during Easter, is intended to create an upmarket image for its centres to encourage premium brands to rent retail space.
The campaign will encompass local press and radio, as well as point-of-sale. It will predominantly target women using the line 'Welcome to the world of guilt-free shopping'; each centre will have a dedicated website.
The activity will be the first work produced by Publicis Dialog for the retail group since McArthurGlen hired it last year to handle its pan-European advertising (Marketing, 30 November).
McArthurGlen operates seven UK shopping centres, including outlets in York and Swindon, which house about 650 retail units for brands including Karen Millen, Paul Smith and Marks & Spencer, offering discounts of up to 50%.
Last year, McArthurGlen appointed former Allders marketing chief Adrian Teague as its marketing director (Marketing, 1 September). He was tasked with building a consistent brand strategy and attracting upmarket fashion brands.
In addition to its UK campaign, McArthurGlen is also backing its two centres in France.
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