It was a major success for The Boulevard at the 2021 Global Retail and Leisure International Awards as they scooped up first prize in the Innovative Marketing Campaign category.
Taking home top prize, Lotus Property owned shopping destination, The Boulevard shone through as Innovative Marketing Campaign winners. After shortlisting, they presented the best individual campaign which delivered a powerful impact through the use of creative strategies via social media, digital marketing and PR.
Speaking after the awards, Lotus Property Managing Director Alastair Coulson said: “We couldn’t be prouder of The Boulevard’s Global RLI Awards win. Our entire team has put in so much work to turn The Boulevard into the leading retail and leisure destination that it is today.”
“To be shortlisted alongside top retail schemes around the world like Novotown in Zhuhai, China, The Galleria Al Maryah Island in Abu Dhabi and Siam Premium Outlets in Bangkok is a huge achievement and taking home the Innovative Marketing Campaign trophy tops off what has been a brilliant bounce back for The Boulevard following a challenging 18 months in retail.”
Northern Ireland’s most exciting premium retail and leisure destination, The Boulevard was the judge’s top pick as their innovative, through-the-line marketing campaign transformed public perception, brand awareness and affinity with the outlet, successfully setting it apart from its competitors.
The Global RLI Award will arrive at The Boulevard in Banbridge just as they record another successful month of sales figures, with every trading month of 2021 achieving top ten for monthly sales in The Boulevard’s trading history.
Since acquiring the scheme in 2016, owners Tristan Capital and Lotus Property have significantly developed The Boulevard and surrounding Outlet Park, creating sustained economic growth for the local area. Attracting upwards of 4.5m in footfall to the Park annually, employing more than 500 people and creating a sense of place, the now award-winning Boulevard has put Northern Ireland on an international map as a thriving retail and leisure destination.
Held as a hybrid event on 23rd September 2021 at The Londoner Hotel in London, Retail and Leisure International’s sixteenth Global RLI Awards provided a unique evening that celebrated the most visionary and innovative retail and leisure concepts from across the globe.
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