Northern Ireland’s only designer outlet has joined forces with the province’s hottest visitor attraction and the local Council to attract the attention of resident day-trippers north and south of the border plus visitors from further afield.
The Boulevard, Game of Thrones Studio Tour and Armagh City, Banbridge and Craigavon Borough Council have pooled resources to launch ‘One Epic Adventure’ – a summer tourism campaign designed to showcase a 1-2 day itinerary with leisure, retail and heritage attractions with a strap line of ‘where dragons, drama and designer outlet meet’.
The joint campaign, which is a first for all three parties, features bespoke artwork by artist Danni Simpson and will run from June to September across Out-of-Home, Radio, Paid Social and PR channels to communicate to audiences and drive visits.
Chris Nelmes, Centre Director at The Boulevard, said: “There has never been a more exciting time to visit the Armagh City, Banbridge and Craigavon Borough Council area. The arrival of Game of Thrones last year has created a standout attraction that speaks to local and international visitors. The Boulevard is Northern Ireland’s only designer outlet so for shopping enthusiasts, it’s really the place to be. And the council area is famous for its apple orchards, museums, galleries, living history tours and heritage, and green spaces to explore, so there really is something for everyone.
“With the Park n Ride facility for Game of Thrones stationed at The Boulevard, we’ve been seeing and hearing good things from visitors in terms of the variety on offer – there really is something for the whole family to do here locally – and so we came up with the novel idea of working in collaboration to pool resources, creativity, skillsets, network and go out with a strong tourism campaign of our own that equally supports and reinforces the excellent work being done by Tourism Northern Ireland in promoting the region to domestic visitors north and south of the border.”