Tourism Ireland

Game of Thrones

Tourism Ireland Game of Thrones

Teams involved

Brand Experience
Brand Communication

Leveraging the craft of Northern Ireland with the storytelling of Game of Thrones to deliver new fan experiences every year, creating the most effective tourism campaign for the country, ever.

Tourism Ireland Game of Thrones
Tourism Ireland Game of Thrones

What we did

In 2016, when a hurricane ripped through a Game of Thrones filming location, we salvaged the wood that fell, and turned it into 10 intricately carved pub doors.

In 2017, we immortalised every scene, battle, character and death in an epic 90 metre long tapestry, made of pure Northern Irish linen.

In 2018/19, using a decade’s worth of fan search data, we identified the world’s most searched, shared and talked-about Game of Thrones moments, and turned them into 6 beautifully crafted, free-standing stained-glass windows

Tourism Ireland Game of Thrones

What we learnt

There's an incredible power and beauty in blending two narratives - that of the country and that of the series, enabling fans to relate to and visit more places.

Tourism Ireland Game of Thrones
Tourism Ireland Game of Thrones

Results

€77m

in earned media alone

19.7%

growth in visitor numbers since 2014

30

awards in total

3

Cannes Lions; Gold, Silver and Bronze

2yrs

Grand Prix at Kinsale Sharks

11%

increase in visits to key Northern Ireland locations

Interested in working together?