New season, new growth
Current trading figures reflect continued growth
BWP was appointed by Tristan Capital in 2016 to deliver a new vision for what was The Outlet in Banbridge. A complete rebrand that had to challenge negative preconceptions of the scheme in both the B2C and B2B market and revitalise the site to take advantage of the strong demand for premium brand outlet shopping in Northern Ireland.
The Boulevard was launched in Spring 2018 with a fully integrated three-tiered comms strategy consisting of driving awareness of the name change, education of the new name, and driving engagement and visitation following this rebrand. A distinctive aspirational creative treatment was devised and rolled out across an extensive 360-degree all Ireland media campaign consisting of TV, radio, OOH, digital, social, mobile, eCRM and onsite POS and signage.
The relaunch culminated in two Fashion Weekender events on site including a Belfast Fashion Week catwalk, the events bought the whole scheme alive and delivered an unmissable customer experience.
Result highlights from the campaign include +26% in footfall YOY, +33% in sales YOY and +48% media recall rate and an increase in catchment penetration. The Boulevard has continued to go from strength to strength attracting new brands since the launch such as Adidas, Kurt Geiger, ASICS, Guess, Jack Wills and Skechers.
Current trading figures following a strong Spring campaign reflect continued growth at The Boulevard across all metrics +27% increase in turnover, +17% increase in footfall and 13% increase in sales density*.
*data from period 23/06/2019 to 29/06/2019