Global fashion site Asos to promote Irish fashion capitals in Tourism Ireland deal
Published 07/04/2015 | 02:30
Global online retail fashion house Asos is to promote Ireland as a destination in a tie-in deal with Tourism Ireland.
Under the deal, Asos will highlight Dublin and Belfast as style capitals to almost eight million fashion-loving customers of the site across Britain.
Building on a successful partnership with Asos in 2014, the three-month campaign is targeting the 'social energiser' audience in Britain, in a bid to highlight Ireland as a cool, vibrant and modern destination.
The campaign encourages Asos customers to consider a city break in Belfast or Dublin - a "weekend break with added FOMO" (fear of missing out).
There's a "48 hours in Ireland" link prominently displayed on the Asos site, which includes a short game to create a bespoke itinerary for either city, providing information and tips about shops, eateries and things to see and do.
Full-page articles about Dublin and Belfast will appear in the June and July editions of the Asos magazine - reaching almost 600,000 readers. The campaign also includes banner ads on the ASOS site, email marketing and social media activity.
Vanessa Markey, Tourism Ireland's head of Britain, said: "Our latest promotion with ASOS should prove to be a really effective way of engaging with our target audience of 'social energisers' in Britain."
Asos's recent profits dipped after a warehouse fire and continued investment in IT - but UK sales are still up 27pc and overall revenue grew 14pc to £550.5m.