The Boulevard in Banbridge, Northern Ireland, launched as a premium outlet shopping destination in 2016. Its premium positioning was a stark contrast to the tired offering of its previous incarnation as The Outlet.
Shot with local talent and set against the familiar backdrop of iconic Belfast locations, the campaign allowed The Boulevard to connect with its community and elevate it as a legitimate alternative shopping destination outside the city.
Strategically located along the key Belfast-Dublin corridor, The Boulevard swiftly became a premier destination, blending high-end retail with vibrant leisure experiences. This transformation has made it a lively, multifaceted destination that has significantly boosted local tourism and the economy, making it a standout in Northern Ireland’s retail landscape.
