Marketing communications company APS Group Scotland has won a contract with Livingston Designer Outlet to carry out all creative marketing services.
Following a competitive pitch, APS will be responsible for delivering a fully-integrated campaign. The agency has launched the first phase, entitled ‘love it for less’, which has been rolled out across a combination of media including TV and radio as well as bus sides, social media, Point of Sale and direct marketing.
Operated by Realm, Livingston is Scotland’s largest designer outlet, housing over 70 retailers. The on-going campaign will focus on reinvigorating the West Lothian-based centre, repositioning Livingston as the leading designer outlet in Scotland.
The ‘love it for less,’ campaign focuses on engaging with shoppers looking for quality premium brands at practical prices. As part of the campaign, APS Group Scotland has delivered a TV commercial that went live in the run-up to Easter during the half-term break. The ‘love it for less’ communication message has also appeared across media including direct mail, outdoor advertising and radio.
‘Love it for less’ will be supported by an overarching creative strategy designed to educate visitors on Livingston’s core offerings, including information about places to eat and drink, upcoming events, its full range of customer services as well as nearby attractions for those visiting the area from further afield.
Kylie Wilson, marketing manager at Livingston Designer Outlet, said: “We were impressed with APS Group Scotland’s strategic thinking, creative approach and rounded offering that could deliver on all customer touchpoints; from TV and traditional advertising to social media and in-store technology. We look forward to working with the APS team to achieve the Centre’s objectives.”
Helen Crosthwaite, client services director at APS Group Scotland, said: “We are delighted to be working with Livingston Designer Outlet as we help to reposition it as the leading designer outlet in Central Scotland for the fashion conscious and savvy shopper. Planning the campaigns has enabled us to draw on a number of our core capabilities, from creative strategy to integrated campaign execution across a number of channels.’’