SUMMER 2017 / VOL. 17 ISSUE 1

New Tourism Ireland Campaign
Highlights Game of Thrones

With the new season of Game of Thrones, comes a new Tourism Ireland campaign that showcases Northern Ireland once again as Game of Thrones® Territory to millions of fans worldwide. Tourism Ireland’s latest campaign, created in partnership with HBO, offers fans the chance to re-live their favorite scenes from the show all year long.

This year’s campaign is bigger than ever before, features a 77-metre long, Bayeux-style tapestry which tells the story season 1 to season 6. The tapestry brings to life the trials and tribulations of the show’s characters in its most epic and famous scenes – complete with blood red weddings, golden Lannister hair, emerald green wildfire, cold blue White Walkers and jet black crows. The tapestry was woven from one piece of linen supplied by Thomas Ferguson’s in Banbridge, one of the last surviving linen mills in Northern Ireland – giving fans a chance to re-visit all the key events which led to the season 7 premiere this summer.

As season 7 unfolded, new sections of the tapestry were revealed each week, in the build-up to the next episode, capturing key events from the previous week. Tourism Ireland shared these new sections via social media – using a mix of cinemagraphs ("living" photographs), time-lapse videos of the weaving process, carousels and Instagram Stories – to bring the creation of the tapestry to life.

An exciting feature of the tapestry is that it features hidden cameo appearances by a number of famous faces who have appeared in the show. The tapestry was hung in the Ulster Museum, opening to the public July 22.

Each element of the campaign aims to drive viewers to a special section on Tourism Ireland’s international website, – where an interactive ‘Northern Ireland Game of ThronesTapestry’ web app allows fans to zoom in and explore the tapestry in full, reliving some of their favorite scenes from previous episodes. Fans can use the app to share those scenes with their friends, via social media, and can link to pages showing where they were filmed in Northern Ireland. They can also start to build an itinerary for their holiday to Northern Ireland.

Niall Gibbons, CEO of Tourism Ireland, said: "We are delighted to continue our partnership with HBO for the fourth year running, to highlight Northern Ireland – through the exciting events of Game of Thrones – on the global stage. TV and film are recognized as strong influencers on travelers everywhere.

"The stellar popularity of Game of Thrones is a fantastic opportunity for us to promote Northern Ireland to a huge audience of potential visitors.

"Fans will see our ads, spiking their curiosity about the landscapes and locations featured in the series and inspiring them to come and explore them for themselves. Our specially created Game of Thrones tapestry is another truly innovative way to showcase the destination – creating a lasting legacy and a new visitor attraction to enhance the Game of Thrones® experience here for fans when they visit."

John McGrillen, CEO of Tourism NI, added, "Game of Thrones has been transformative for Northern Ireland as a screen tourism destination. The show has provided an opportunity for the tourism industry to develop new and innovative visitor experiences based on the Game of Thrones theme. This incredible tapestry gives visitors another way to explore the story in Northern Ireland, adding to the 25 stunning filming locations and the Journey of Doors passport."

The campaign kicked off July 17 and rolled out across Facebook, Twitter, Instagram and YouTube in 12 markets – including Great Britain, the United States, Canada, Australia, France, Germany, Spain, Italy, the Netherlands, Scandinavia, India and the UAE. Tourism Ireland also targets its own social fanbase – posting and tweeting to its 4 million Facebook fans and more than 403,000 followers on Twitter globally.

It builds on the success of Tourism Ireland’s previous Game of Thrones campaigns, including the 2016 ‘Doors of Thrones’ campaign which reached an estimated 126 million people around the world, with the campaign’s various short films being viewed 17 million times, generating coverage worth about £11.3 million. The ‘Doors of Thrones’ campaign has racked up over 30 awards and accolades from the marketing and advertising industry across Europe and the United States, including three prestigious Lions Cannes awards.

Game of Thrones Filming Locations ‘Star’ on Aussie TV
Images of County Down and Northern Ireland were beamed into the homes of some 700,000 Australians in an episode of a popular Australian TV show called The Living Room. The show aired on Network Ten Aug. 25, featuring Game of Thrones filming locations. Filming took place here last autumn and was supported by Tourism Ireland and Tourism NI.

The Living Room is presented by Dr. Chris Brown, a well-known Australian TV personality and veterinarian. He took little persuasion to get into the Game of Thrones spirit – dressing in costume and meeting with some of the stars of the show, including the Direwolves, Summer and Grey Wind.

During his time in Co. Down, Brown also visited Castle Ward, tried his hand at archery at the ‘Winterfell Archery Range’ and experienced a Game of Thrones-themed medieval banquet at The Cuan Guesthouse in Strangford.

According to Sofia Hansson, Tourism Ireland’s Manager for Australia, "Tourism Ireland is delighted that Dr. Chris and the team from The Living Room chose to film in Northern Ireland. With an audience of about 700,000 viewers per episode, it’s a fantastic opportunity to showcase Northern Ireland and our Game of Thrones connections to a wide audience of GoT fans and prospective visitors.

"TV and film are recognized as strong influencers for prospective holidaymakers and Tourism Ireland regularly works with TV and production companies around the world, to facilitate the making of travel and lifestyle programs and films around the island of Ireland," she went on.

"With series 7 of the Game of Thrones coming to a close, it’s excellent timing that this special Northern Ireland episode of The Living Room will air tomorrow. It helps us to continue to shine a spotlight on Northern Ireland and the wonderful things for Australians to see and do on holidays here," Hansson pointed out.


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