Northern Ireland’s only designer outlet has joined forces with local art legend, Keith Drury for its latest advertising campaign. The Boulevard’s ‘Discover Your Happy Place’ campaign features models set against an illustrated backdrop of some of Northern Ireland’s most iconic locations, inspired by Drury’s contemporary interpretation of urban landscapes.
Drury created a bespoke landscape on behalf of The Boulevard which will act as the static base from which all of its seasonal campaigns will be built upon. The work of art features well known places such as Mussenden Temple, Harland and Wolff cranes, Giant’s Causeway, Titanic Belfast, Balls on the Falls, Scrabo Tower and Dunluce Castle.
The campaign’s creative concept is part of the scheme’s overall destination marketing focus for 2022 and beyond, inspired by the recent opening of the hotly anticipated Game of Thrones Studio Tour, located close to The Boulevard.
Chris Nelmes, retail director at The Boulevard, said: “This is an exciting partnership for us. Our most recent advertising campaign – follow your instincts – won global awards for its innovation and bravery and we wanted something just as impactful for the next stage of The Boulevard’s journey to becoming the number one retail destination on the island of Ireland.
“Destination and exploration are big themes for us and what better way to show this than paying homage to Northern Ireland’s most well-loved destinations. And who better to bring this to life than acclaimed artist Keith Drury, who is already so well known for his contemporary and unique representation of urban landscapes.”
Keith Drury said: “I was honoured to have been approached by The Boulevard. To be able to support a local business and help promote Northern Ireland at the same time was something I couldn’t turn down.
“I completely bought into their vision for this campaign and was only too pleased to create something that will be used so creatively to inspire and attract consumers both from Northern Ireland and further afield to the South of Ireland as well as catching the eyes and interest of visitors from abroad as international tourism opens up again.”