Northern Ireland Tourist Board

How can we help?

Or browse

Game of Thrones® Campaigns

Glass of Thrones Campaign

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.

Glass of Thrones Campaign 2019

For the 2019 campaign, six beautifully crafted, freestanding stained-glass windows were installed across Belfast. Each window highlights a key House from the show, with a series of panels depicting the most exciting and talked-about moments from the entire saga. With the completion of Season 8, the stained glass windows form a new 1.8 mile Game of Thrones® trail, leading fans across the city, along the Maritime Mile to the final window at Titanic Studios, where much of the show has been produced.

Visitors can explore the trail using the Glass of Thrones trail visitor guide.  The guide includes a map spotlighting each of the six beautifully crafted, freestanding stained glass windows in a style similar to the distinctive opening credits of Game of Thrones®, complete with compass points displaying the lion, dragon, direwolf and stag sigils.

*Please note Window Number 1, Stark Window, has been temporarily removed.  Visitors can start their Glass of Thrones trail at The Lannister Window at The ICC Belfast.

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. In 2019 the Tapestry was completed to include epic moments from Season 8.

The tapestry, woven from one enormous piece of linen supplied by Thomas Ferguson’s in Banbridge. During its 18 month display period at the Ulster Museum it attracted over 200k visitors. To read the full press release click here.

The Tapestry is being exhibited at the Hôtel du Doyen in Bayeux from Mid-September to December 2019, close to the original Bayeux Tapestry, which was a key source of inspiration. In this time it has attracted 35,000 visitors, with over 1800 articles generating £12m+ EAV.

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 Ireland by following the Door of Thrones Trail, collecting a unique stamp at each location.  For more information click here