Game of Thrones® Campaigns
Campaigns created by Tourism Ireland in partnership with HBO and Tourism NI, bridged the gap between iconic scenes and their real-world locations. They reached millions of people and inspired thousands to seek out Northern Ireland Game of Thrones® Territory.
Social Media Campaigns
Northern Ireland’s close association with the show gave us a new narrative and a new audience.
They were rolled-out alongside the broadcast of the show to millions of fans in countries including Australia, Canada, United States, France, Germany, Spain, Italy, the Netherlands, Scandinavia and closer to home in Great Britain, Northern Ireland and Republic of Ireland.
Tourism NI ensured that all the marketing assets created for the campaigns also translated into compelling visitor experiences. This gave fans more reasons to visit and more ways to fully immerse themselves in Game of Thrones® Territory.
Doors of Thrones
The Doors of Thrones campaign aired over a 10-week period in 2016. It captured the imagination of 126 million people around the world. The short films were viewed 17 million times and the campaign generated coverage worth over £17.5 million.
The campaign centred around ten doors carved from fallen trees at the famous Dark Hedges, or the Kingsroad, as it’s known in the show. The trees fell in a storm, but the wood was salvaged and transformed into ten intricately crafted doors. Using iconic symbols and key scenes from the show, the doors now tell the tale of Season 6. They’re hanging across Northern Ireland, in pubs and hotels, close to many of the iconic filming locations.
Individually and collectively, the doors give visitors a unique experience. In 2017, Tourism NI launched a Journey of Doors passport. It inspires fans to discover all ten doors across Northern Ireland. With their Journey of Doors souvenir passport in hand, visitors follow the trail and collect an exclusive stamp at each of the venues.
The success of this campaign didn’t go unnoticed. It received over 30 awards and accolades from the marketing and advertising industry across Europe and the United States, including three prestigious Cannes Lions.
Game of Thrones® Tapestry
In 2017 the Game of Thrones® Tapestry campaign aired over 8 weeks, coinciding with Season 7. The campaign was seen by 70 million people around the world, generating 33 million video views and coverage worth £20.7 million.
The Game of Thrones® Tapestry, an incredible 87m-long medieval-style wall hanging made from Irish linen, brings to life the events, characters and scenes from the show.
It was unveiled at the Ulster Museum in July 2017 to coincide with the Season 7 marketing campaign launch, supported with an interactive web app. The Tapestry returned in 2019 and was completed to include epic moments from Season 8.
More than 200,000 visitors filled the exhibition during its 18-month display. A survey by National Museums NI highlighted its popularity, with 97.2% describing it as very good or good.
In September 2019, the ‘Game of Thrones® Tapestry’ made a voyage to France. It was displayed within walking distance of the legendary Bayeux Tapestry, its eleventhcentury inspiration. During its 3-month stay, over 41,000 people visited the exhibition, which showcased Northern Ireland as Game of Thrones® Territory.
Glass of Thrones
The Glass of Thrones campaign rolled-out alongside Season 8 in 2019. It reached 87 million people and generated 8 million video views. The earned advertising value equated to £31.7 million.
The campaign was built around six beautifully crafted, freestanding stained-glass windows. They were specially created and strategically installed across Belfast. The windows were designed by illustrators and a state-of-the-art machine laid the leading. Finally, a local artist and artisans stained the glass.
Each window highlights a key House from the show: House Stark, House Lannister, House Baratheon, House Targaryen, as well as White Walkers and The Iron Throne. Each panel within the windows depicts a famous moment from the saga.
As each episode of the final season aired, a new window was revealed online and in situ in Belfast and by the end of Season 8 they formed a new Game of Thrones® walking trail.
The trail now leads fans along the Maritime Mile, passing Titanic Studios, where much of the show was produced. Visitors can explore the trail using the Glass of Thrones visitor guide created by Tourism NI.
The campaign was hugely successful. It achieved extensive talk-ability and reach and also delivered a compelling visitor experience. But, most impor tantly, it fur ther established Nor thern Ireland as Game of Thrones®
Territory.