McArthurGlen short-listed for Best Pan-European Campaign

The winners are due to be announced on 20 June, at a ceremony at Barcelona's prestigious beach-side Hotel Arts, designed by famous US architectural practice Skidmore, Owings & Merrill.

The shortlisted campaign is for McArthurGlen's pan-European Search Consolidation, across all 21 of the Group's Designer Outlets and carried out in partnership with digital agency Propellernet.

McArthurGlen's digital team launched the search consolidation last year, with a core consideration being an 'always-on' strategy, in order to achieve visibility on search engines, in particular those of Google, while the new search-engine-friendly websites were being built

Carly Cazzolli, McArthurGlen's Head of Digital, explains: "This makes it much easier for our potential and existing shoppers to find us on line, which in turn drives footfall to our centres."

The consolidation means that if an Internet user keys in any word or words to do with outlet shopping, a specific brand tenant, the location of McArthurGlen's centres, as well as any direct reference to McArthurGlen, that the specific centre or centres appear in the 'paid' section of the search engine ranking, together with an invitation to join McArthurGlen's Privilege Club, allowing shoppers to benefit from additional savings.

The European Search Awards were launched in 2012 to celebrate the best in SEO (Search Engine Optimization), PPC (pay-per-click) and digital marketing across Europe.

The awards are organised by events agency Don't Panic, in association with digital search agency Manual Link Building and non-profit digital marketing trade organisation SEMPO.

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