Northern Ireland Tourist Board

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Game of Thrones® Campaigns

Game of Thrones® tapestry on display at the Ulster Museum

Game of Thrones® Campaigns

In collaboration with our partners, Tourism Ireland, TNI has invested in developing and broadcasting highly creative Game of Thrones® social media campaigns.

The campaigns, created in partnership with HBO, bridge the gap between the fantasy of the series and the reality of Northern Ireland and celebrate Northern Ireland as Game of Thrones® Territory.

The creative approach has been unconventional for destination advertising but is in sync with the interests and motivations of the show’s dedicated fan base. By positioning Northern Ireland as the home of Game of Thrones® in interesting and innovative ways the campaigns have successfully engaged with the fans and driven visitor numbers to Northern Ireland.

Game of Thrones® Tapestry Campaign 2017

Tourism NI collaborated with Tourism Ireland to create the Game of Thrones® Tapestry campaign, and it was bigger than ever before.  It featured a giant 80-metre long, Bayeux-style tapestry which told the complete story of Seasons 1 – 7, bringing to life the trials and tribulations of the show’s characters in its most epic and famous scenes.

The tapestry, woven from one enormous piece of linen supplied by Thomas Ferguson’s in Banbridge, was on display at the Ulster Museum for just over a year and attracted over 130,000 visitors. To read the full press release click here.



Doors of Thrones Campaign 2016

The 2016 campaign- Doors of Thrones - picked up in excess of 30 awards and accolades from the marketing and advertising industry accross Europe and the United States. As well as the Grand Prix at the Kinsale Sharks and the Epica's in Amsterdam, the camapign also scooped 10 awards at the prestigious Creative Circle Awards in London. To add to this coveted list the campaign picked up a gold, silver and bronze award at the Cannes Lions International Festival of Creativity - the 'Oscars' of the advertising and marketing world.

The campaign was aired over a 10-week period and reached an estimated 126 million people around the world, with the campaign’s short films being viewed 17 million times and 250,000 engagements. The Doors created for the campaign are located in 10 pubs across Northern Ireland close to filming locations. They are a tangible legacy delivering a compelling reason for fans to visit Northern Ireland.

Journey of Doors Passport

Following the success of the Doors of Thrones campaign, Tourism NI developed a Journey of Doors souvenir passport which inspires Game of Thrones® fans and visitors to explore Northern Ireland and discover the ten doors, collecting a unique stamp at each location.  For more information click here

Republic of Ireland Campaign

Tourism NI ran a bespoke Game of Thrones® marketing campaign in the Republic of Ireland during the airing of Season 6. The campaign focused on outdoor media as well as radio stations promoting the destination of Northern Ireland as Game of Thrones® Territory. The successful campaign achieved high visibility using ad spaces on the Dart and Dublin city double decker buses. In addition, daily competitions aired on radio stations where lucky callers could win a Game of Thrones® DVD box set or a Game of Thrones® locations tour in Northern Ireland.