Saturday 22 October 2016

Global fashion site to promote capital

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.

As part of 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 is a "48 hours in Ireland" link prominently displayed on the Asos site.

This includes a short game to create a tailor-made journey for either city, providing tips about shops, eateries and things to see and do.

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