Cheshire Oaks, one of McArthur Glen’s seven UK based designer outlets and the biggest designer outlet in the UK, chose to launch a campaign in 2015 via press, TV and digital OOH. Promoting their 60% sale on recognisable clothing brands; the campaign utilised digital OOH at Manchester Airport to create as much noise as possible around the sale at a local proximity; and produced overwhelming results. Cheshire Oaks wanted to reach international passengers coming into the North West region to increase footfall at their Manchester branch. Reaching an international audience at a time when they were most likely to make a decision on their entertainment choices whilst visiting the area was the priority, as well as convincing them to visit the Cheshire Oaks outlet.
Reaching passengers during holiday seasons was part of the adopted strategy meant a shift in behavioural patterns in terms of reaching an audience more likely to be considering their entertainment choices. During those times of year, more consumers are travelling for leisure meaning there would be an increased likelihood of passengers visiting Cheshire Oaks. To complement the broader strategy of increased sales and footfall, two week tactical bursts during autumn, Easter, summer and Christmas gave the campaign more momentum.
The results were monitored by international customers who claim back VAT on their purchase. £3 million was claimed back in August and £2 million in September. Due to Manchester’s new direct flights to China, Chinese purchases amounted to around 50% of all sales. This proves that the Out of Home advertising offering available at Manchester Airport is becoming even more accountable as a result of the new routes. This Manchester Cheshire Oaks outlet is the most successful of all the McArthur Glen stores and this is partly due to the success of the media campaign and its proximity to the airport.