McArthurGlen

Brand reputation protection during construction of a new designer outlet

‍

Commercial challenge

After helping U+I, Rioja Estates and Aviva Investors secure planning permission for a new  designer outlet next to an AONB in Cannock, Staffordshire, Gough was retained by the site purchaser, McArthurGlen, Europe's leader in designer outlet shopping.

Before  becoming part of the community, McArthurGlen had to negotiate up to three  years of disruptive building works in the area, and required a proactive, professional team of communications experts with local knowledge to help foster positive relationships and protect the brand during construction.

Human approach

Our construction-based communications support blended stakeholder relations, community liaison and complaints handling with PR and events, press office services and media relations.

Gough worked closely and sensitively with the main contractor to know what was happening  and when; how it could impact local neighbours and what we could do to mitigate it, without causing negative impacts on the works schedule.

In representing our client, we put empathy at the forefront of our approach. The new outlet was a huge change locally, with disruptive works and perceived long-term traffic implications.

A strategy of proactive construction updates to the community and responsiveness to complaints and concerns was adopted, with multiple channels of communication in place to ensure everybody could be informed and heard.

We also offset the local construction impact with a PR strategy consisting of regular positive news and events, reinforcing key messages about jobs, regeneration and community participation.

The local authority was kept informed of every phase and communication, often taking part. This enabled them to reinforce the positivity of the scheme locally and advocate on McArthurGlen’s behalf. They always knew what we were doing to help local people during more disruptive periods of work.

Results

Gough’s efforts on behalf of McArthuGlen, aided by forging strong relationships with the contractor and local stakeholders, ensured the brand was met with positive sentiment as it transitioned into the completed designer outlet.

The company was ultimately welcomed with open arms, with impressive opening day footfall  and record-breaking numbers ever since.