SERVICE: PRESS OFFICE & CONTENT PRODUCTION
SETTORE: FASHION

MISSION
Strengthen McArthurGlen’s positioning across Italy through an integrated national press strategy, designed to enhance visibility and perception both at corporate and local levels. The campaign aimed to consolidate brand awareness by developing and executing a comprehensive media plan that covered corporate, lifestyle, and local press, ensuring consistent yet tailored storytelling for each of the group’s leading Italian centers — Serravalle Designer Outlet, Noventa di Piave, La Reggia, and Castel Romano.

In parallel, the mission included a strong content creation component, introducing the 2024 national ambassadors and developing localized projects such as the collaboration with the Italian national volleyball team, reinforcing McArthurGlen’s connection to culture, sport, and community through authentic, high-impact communication.

STRATEGY
The strategy aimed to position McArthurGlen as a leading lifestyle and fashion destination through a comprehensive national and local press strategy designed to enhance both corporate reputation and brand desirability. The communication plan integrated corporate, lifestyle, and regional media outreach, ensuring visibility for the group as a whole while highlighting the unique identity of each Italian center — Serravalle, Noventa di Piave, La Reggia, and Castel Romano.

In parallel, the strategy placed strong emphasis on content creation to bring the brand narrative to life. This included the launch of the 2024 National Ambassador Campaign, featuring talents that embodied McArthurGlen’s contemporary elegance, as well as localized storytelling initiatives such as the collaboration with the Italian national volleyball team, designed to strengthen community engagement and cultural relevance.

Through this integrated approach, McArthurGlen reinforced its premium positioning and emotional connection with a diverse, fashion-conscious audience, ensuring a cohesive yet dynamic presence across press, digital and on-site touchpoints.