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.