Case Study: McArthurGlen builds positive brand sentiment during outlet construction with Gough Bailey Wright

McArthurGlen builds positive brand sentiment with Gough Bailey Wright during 3 years of construction

McArthurGlen, Europe's leader in designer outlet shopping, faced the challenge of protecting its brand reputation during three years of disruptive construction for a new outlet near an Area of Outstanding Natural Beauty in Cannock. They required a communications team with local knowledge to foster positive community relationships. Vendor Gough Bailey Wright was retained to provide professional construction communications support.

Gough Bailey Wright implemented a solution blending stakeholder relations, community liaison, and PR. They provided proactive construction updates, responded to concerns, and offset local impact with positive news about jobs and regeneration. This strategy ensured the McArthurGlen brand was met with positive sentiment. The result was the outlet being welcomed by the community, achieving impressive opening day footfall and record-breaking numbers thereafter.

McArthurGlen