From the unknown discount option to a destination.
When we started working with London Designer Outlet in 2018, it had a rather famous neighbour.
LDO sits in Wembley Stadium’s shadow. Literally and figuratively. People came for football, concerts and big nights out, while the outlet next door was often left on the bench.
But it wouldn’t stay there for long. Over the years, LDO has stepped into the spotlight, welcomed millions of visitors, surpassed £103 million in annual sales, and even had its first-ever £1 million day.
But before all that, we had to get people through the door.
We cleared up the confusing messaging and shouted about what shoppers really wanted to hear: big brands at up to 70% off.
Then we gave the brand a look with enough personality to turn heads, rolling it out across outdoor, digital, social and the centre itself.
Awareness grew. Footfall followed. And LDO began to make a name for itself outside of HA9.
If you brand it, they will come.
We had put LDO on the map. Now it was time to help it grow up.
To attract a new audience, LDO needed names like Afrikana, Amorino, Crocs and Columbia, plus the return of GAP. But before they came, it needed a makeover of its own.
While LDO began the longer job of updating the physical experience, we got to work on how it showed up to the world.
We kept the smiles, but stripped back the colour. Got out of the studio and onto the streets. And swapped the traditional outlet look for a confident, fashion-forward approach.
LDO was no longer just somewhere to get big brands for less. It had become a destination in its own right.
Proof that when you look the part, people want to be part of it.
But who cares how good you look if no one sees it?
So we made sure everyone did.
We took the new look across seasonal campaigns, digital display, outdoor, the website and LDO’s first-ever TV ad.
Then our paid social campaigns put it in front of millions, delivering the kind of results that make marketers cry happy tears.
The average cost per click came in at just 17p, less than half the retail average of 41p.
Across 35 campaigns in 2025, we generated 23.2 million impressions and reached 6.3 million people.
We also drove 775,000 new users to the website, an increase of 11.3% year on year.
Not bad for a brand that once sat in the dug out.
