BWP and The Boulevard Scoop Most Innovative Marketing Campaign Award

Following their shortlisting for three awards at this year’s Global Retail and Leisure International Awards, The Boulevard was announced as the winner of the coveted ‘Most Innovative Marketing Campaign’ award.

BWP’s exceptional creative team, which has worked with the Northern Irish shopping destination since 2016, delivered an innovative, through-the-line marketing campaign, comprising of vibrant colours, catchy copy and a novel amalgamation of animals and humans in seasonal attire. The ‘Follow Your (Animal) Instincts’ campaign, which was used across a number of channels, such as social media, digital marketing and ‘Out of Home’ advertising, injected personality, worked to drive interest and increase footfall and sales, all of which was particularly imperative following a tough year for retail.

The ‘Follow Your (Animal) Instincts’ campaign was so well-received by The Boulevard’s audience, we redeveloped it for 2021 and it continues to delight, encouraging brand awareness and becoming instantly recognisable to those living in Belfast, Dublin and the surrounding areas. 

This, in turn, has meant The Boulevard has experienced a year of record-breaking sales, setting itself apart from its competitors as a thriving retail and leisure destination with a footfall of around 2m annually.