ASOS Uses Fashion to Highlight Travel to Ireland
Laura McQuarrie — April 22, 2015 — Fashion
References: asos & independent.ie
Many tourism promotion stunts default to the use of picturesque images of destinations win over the hearts of travelers, but Tourism Ireland took a new approach in partnership with fashion retailer ASOS.
The collaboration resulted in a campaign called '48 Hours in Ireland,' which aimed to showcase Dublin and Belfast as style capitals to the millions of Brits who frequent this fashion site. The online campaign involves a game that has web shoppers create a custom travel itinerary for either of the Irish cities. These Irish city guides are jam-packed with tips about the best places for dining, shopping and entertainment.
As well as having a spot on the world wide web, Tourism Ireland will also take up some physical space in ASOS' July and July magazines, which reaches an audience of 600,000 readers. Since the Millennial travel industry is booming, this is a clever way to appeal to young women those with wanderlust and a love of shopping.
The collaboration resulted in a campaign called '48 Hours in Ireland,' which aimed to showcase Dublin and Belfast as style capitals to the millions of Brits who frequent this fashion site. The online campaign involves a game that has web shoppers create a custom travel itinerary for either of the Irish cities. These Irish city guides are jam-packed with tips about the best places for dining, shopping and entertainment.
As well as having a spot on the world wide web, Tourism Ireland will also take up some physical space in ASOS' July and July magazines, which reaches an audience of 600,000 readers. Since the Millennial travel industry is booming, this is a clever way to appeal to young women those with wanderlust and a love of shopping.
Trend Themes
1. Fashion-inspired Destination Promotion - Collaborating with fashion retailers to promote tourism destinations in a unique way can be a trend that attracts Millennial travelers.
2. Web-based Travel Itinerary Services - Creating a game based on user preferences for travel destinations can form a new trend for promoting tourism.
3. Virtual Guides for Cities - Providing tourists with tips on the best places for dining, shopping, and entertainment in a city can form a new trend to attract travelers with special interests.
Industry Implications
1. Tourism - Fashion-inspired tourism promotion is a disruptive innovation opportunity to attract more travelers.
2. Retail - Collaborating with travel agencies to offer travel itineraries can be a new way for online retailers to expand their services.
3. Advertising - Creating virtual guides for cities can be an opportunity for creative agencies to make engaging interactive advertisements.
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