The study represents a conceptual replication of the study "Destination as Product Placement: An Advertising Strategy to Impact Beliefs and Behavioral Intentions." (Jung & Childs, 2020). This study examined the effects of placing the destination Ireland in an advertisement for the fictitious brand "Made Dublin" on the subjects' beliefs toward the destination, the brand's products, and the intention to visit the destination or to purchase the brand. Two groups were distinguished. One group was presented with promotional images of the fictitious brand with the destination in the background, while the other group was presented with the same promotional images, without a background. The following study now varies the destination (Paris) and the type of products (wedding fashion) in order to test whether the effects found can also be transferred to other contexts. Original Study: Destination as Product Placement: An Advertising Strategy to Impact Beliefs and Behavioral Intentions (Eunkyeong Jung and Michelle Childs, 2020)