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06 Apr 2015

ASOS promotion targets 8 million ‘social energisers’ in Britain

Calling fashionistas for a city break in Belfast or Dublin

Tourism Ireland has teamed up with ASOS, the hugely popular online fashion and beauty store – highlighting Dublin and Belfast to almost 8 million fashion-loving customers of the site across Britain.

Building on a successful partnership with ASOS in 2014, the three-month campaign is targeting Tourism Ireland’s ‘social energiser’ audience in Britain, in a bid to highlight Ireland as a cool, vibrant and modern destination. The campaign is encouraging 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 Belfast or Dublin, providing information and tips about cool shops, eateries and things to see and do in both cities. 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 – helping to really bring our message of fun and excitement to life. Shopping and entertainment are really important for our ‘social energiser’ audience and we’re hoping to show them that Ireland is a unique and different destination – and inspire them to begin planning a city break in Dublin or Belfast very soon.

“Great Britain is the largest market for tourism to the island of Ireland and 2015 has got off to a positive start, with the most recent CSO figures showing growth of +7.7% for the December 2014 to February 2015 period, an additional 49,200 British visitors compared with the same three-month period last year. Tourism Ireland is determined to ensure that tourism growth continues and we have an extensive programme of promotions under way across Britain in 2015.”

ASOS promotion targets 8 million ‘social energisers’ in Britain.

Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
  • Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 200,000 people.
  • In 2014, we welcomed an estimated 8.6 million overseas visitors to the island of Ireland, delivering revenue of about €4.26 billion. Overseas tourism business accounts for 59% of all tourism revenue.
  • Tourism Ireland’s international website is, available in ten different language versions for over 30 individual markets around the world. In 2014, attracted about 14.25 million visitors.


Previous Press Release

02 Apr 2015

Website is a big hit!