McArthurGlen Tourism Extraordinary Light

Hello to sunshine, shopping and savings. Hello to the culture lover, thrill seeker, gem finder and the luxury lover. Hello to DestinationJOY. A day of extraordinary joy and delight.

In this tourism campaign we use the eye-catching, mood-boosting visual of iridescent light to elevate our images to extraordinary. The joy and wonder of all that is yet to be discovered on holiday, anticipation floating in the air, subtle hints of colour frame real life moments at DestinationJOY.

The significance of the bubble and its captivating light is it's a cross-cultural cue to wonder, relaxation, peace and good fortune. It’s a visual language to represent something extraordinary. The playful glints in the corner of our image make you look closer, they are unexpected, memorable and above all - thumb-stopping.