McArthurGlen

Brand reputation protection during construction of a new designer outlet

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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.