# Fashionable Tourism Promotions ASOS Uses Fashion to Highlight Travel to Ireland By Laura McQuarrie | Published 2015-04-22 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/tourism-promotion References: [independent.ie](http://www.independent.ie/business/technology/global-fashion-site-asos-to-promote-irish-fashion-capitals-in-tourism-ireland-deal-31122198.html) & [asos](http://www.asos.com/) Many tourism promotion stunts default to the use of picturesque images of destinations win over the hearts of travelers, but [Tourism Ireland](https://www.trendhunter.com/trends/tourism-authority) took a new approach in partnership with fashion retailer [ASOS](https://www.trendhunter.com/trends/asos-inspired-by). 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](https://www.trendhunter.com/trends/influencerhosted-tour-program) 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 Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 43% | Activity: 54% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Fashion-inspired Destination Promotion:** Collaborating with fashion retailers to promote tourism destinations in a unique way can be a trend that attracts Millennial travelers. - **Web-based Travel Itinerary Services:** Creating a game based on user preferences for travel destinations can form a new trend for promoting tourism. - **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. ### Where This Applies - **Tourism:** Fashion-inspired tourism promotion is a disruptive innovation opportunity to attract more travelers. - **Retail:** Collaborating with travel agencies to offer travel itineraries can be a new way for online retailers to expand their services. - **Advertising:** Creating virtual guides for cities can be an opportunity for creative agencies to make engaging interactive advertisements. ## Related on Trend Hunter - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Virtual Game Tourism Campaigns](https://www.trendhunter.com/trends/cape-town.md) - [Conscientious Tourism Campaigns](https://www.trendhunter.com/trends/against-overtourism.md) - [Wintry Retail Activations](https://www.trendhunter.com/trends/winter-wonderland-popup.md) - [Adventure Travel Pop-Up Stores](https://www.trendhunter.com/trends/travel-popup-store.md) - [Branded Departure Boards](https://www.trendhunter.com/trends/bumble-airlines.md) - [Playful Travel Fashion Campaigns](https://www.trendhunter.com/trends/fossil-made-for-this.md) - [Travel Lifestyle Brand Ads](https://www.trendhunter.com/trends/travel-changed-me.md) - [World Tourism Day Promotions](https://www.trendhunter.com/trends/world-tourism-day.md)