The Boulevard
The Boulevard is a popular shopping destination located in Banbridge, Northern Ireland. As an outdoor outlet shopping centre, the large retail complex offers a unique shopping experience to visitors from far and wide. They offer a range of high street and designer brands at discounted rates.
As an outlet centre offering some of the most well-known brands on the high street, the Boulevard came to us to generate brand awareness. This was for their specific partnerships and to promote the range of brands on offer.
The Boulevard also required a range of services to support current stores, in addition to promoting future openings and driving footfall.
We offer paid social media management and support the Boulevard. To do this, we offer specific geo-targeting to customers across Northern Ireland and the Republic of Ireland. These customers are also segregated by their individual demographics. For example, gender and age.
Our Paid Social support for the Boulevard is widespread and has focused on store openings and relocations such as Kate Spade. We have also crafted brand awareness pieces for both primary and secondary marketing campaigns.
Upon the opening of the Boulevard’s Kate Spade store, we created a three-part paid social media campaign. This involved pre-opening, opening week and post-opening. The aim was to coincide with on-site support to offer a targeted, strategic and coordinated approach to the launch of Kate Spade at the Boulevard.
Most recently, we assisted the Boulevard with the promotion of their Spring campaign across paid social media channels. This campaign saw the launch of Danni Simpson’s artwork creation, with the campaign messaging ‘Feel free to be you‘ and ‘Be more of what you enjoy‘. To reduce the creative fatigue of Danni’s artwork, we also created a variety of content on-site for Danni’s artwork creation. The two paid ads ran alongside one another to vary the content appearing on customers’ feeds.
We work with the Boulevard regularly to create an array of content. This is used across social media and various marketing communications.
Ranging from promotional videos and PR stills to Instagram reels and photography, we have created a vast range of content for the Boulevard. With various aims, our content supports new and existing stores, seasonal events and quarterly campaigns.
Most recently, the Boulevard partnered with local artist, Danni Simpson to create their marketing campaign for Spring 2023. Danni spent a number of days on-site at the Boulevard creating a number of artwork pieces. These are now showcased across the outlet centre. We worked closely the Boulevard to create both photo and video content promoting Danni’s artwork. This was used for PR and social media promotions.
We have also created content for a range of the Boulevard’s new store openings and store relocations over the past year. These include the opening of the new Kate Spade store and the relocation of Levi’s within the centre. With these unique pieces of content, we show off the high calibre of product offerings at the Boulevard. Therefore, driving footfall from customers across Northern Ireland and the Republic of Ireland.
With such an extensive range of events and goings-on to be enjoyed at the Boulevard, we identified a need to create secondary, time-specific campaigns to run alongside the primary campaigns. These campaigns were created to increase foot traffic and sales during key retail periods.
For the Boulevard’s Late Night Shopping Campaign, we promoted the extended opening hours of the centre during Winter for seasonal shopping. Aimed at a range of demographics including friends and couples, the campaign showcased the unique shopping experiences at the Boulevard. The Late Night Campaign rolled out across paid and organic social media channels, generating over 800,000 impressions and a reach of over 350,000.
At the height of the Christmas shopping season, we rolled out the Boulevard’s Black Friday campaign across social media channels.
The overarching message of the campaign promoted the incredible savings available at over 50 stores across the Boulevard. The Black Friday campaign was a tremendous success, resulting in an increase in sales and footfall over the Cyber Weekend.
We are thrilled to continue our long-term partnership with the Boulevard throughout 2023, working to drive brand awareness and footfall figures for the Boulevard.
