Northern Ireland Tourist Board

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International Coverage

International media Game of Thrones visit

International Coverage

Game of Thrones® continues to attract and secure global media coverage, not only showcasing the stunning locations but firmly establishing Northern Ireland as Game of Thrones® territory.

Media Visits

In 2019, almost 30% of International Media Visits facilitated by Tourism Northern Ireland showcased NI’s screen tourism experience including Game of Thrones® locations.  Highlights for the year included several international media participating in two key Game of Thrones® specific media visits; one in April 2019 for the Game of Thrones® Exhibition and Season 8 Premier launches and one in June 2019. Media from Belux, Canada, China, GB, Germany, Gulf Co-operation Council, Italy, India, Nordics, New Zealand, Netherlands, Spain and USA travelled to Northern Ireland for these trips.

Media participated in interactive visitor experiences including archery and axe throwing at Castle Ward, as well as a guided coach trips stopping at key filming locations in County Down, along the Causeway Coastal Route and County Antrim, and exploring the Glass of Thrones window installations throughout Belfast.

Key media who visited Northern Ireland during 2019 included: Canada: eTalk and The Vancouver Chronicle; France: Grazia, BFM TV; GB: GQ Magazine; Germany:  Frankfurter Allgemeine Zeitung, RND, FAZ, ZDF National TV, n-tv.de, Deutschlandfunk & Kolner Stadt-Anzieger; India:  Stardust Magazine; Italy: QN (Quotidiano Nazionale) and La Stampa; New Zealand: New Zealand Herald; Spain: Guias Viajar; USA:  Sirk TT, AARP Magazine, Travel and Leisure and LA Times.

As a result widespread on and off-line media coverage has been achieved in markets close to home as well as in Europe, Canada, USA, Australia and Asia. A weighted PR value for Game of Thrones® international media visits is estimated at £11 million in the last year.

ROI coverage

Recognising the ever growing interest in Game of Thrones® in the Republic of Ireland, Tourism Northern Ireland continues to promote the show and it’s locations to the ROI media. Tourism NI hosts high profile press trips, organises competitions in ROI outlets and regularly issues editorial on Game of Thrones®.

In 2019, 15 journalists from leading ROI broadcast, print and online media took part in Game of Thrones press trips to Northern Ireland, with a particular highlight being a group press trip for ten journalists to the Game of Thrones exhibition in Belfast. Key ROI media who visited this year included the Irish Independent, Newstalk, the Sunday World, the Daily Star, the Irish Sun, the Irish Times and Lonely Planet. They visited several experiences including the Doors of Thrones located in hotels and bars across Northern Ireland and visited filming locations including Ballintoy Harbour, Fair Head, Cushendun Caves, and  the new Glass of Thrones Trail in Belfast. As a result widespread media coverage has been achieved in the ROI market. 

Journalists or media outlets based in the Republic of Ireland planning a media visit to Northern Ireland Game of Thrones® Territory should contact Tourism NI's ROI PR Unit:

Tel: 01 865 1887 (Dublin)
Email: a.kennedy@tourismni.com

 

Asian Prizewinners visit Northern Ireland

Chinese Prize Winners

In collaboration with HBO and Tourism Ireland, Tourism NI has supported a number of prize winners trips from across Asia for a number of years.  This was following competitions in-market across social channels broadcast in China, Philippines, Malaysia, Vietnam, Hong, Kong, Singapore, Taiwan and Indonesia. During their time they visited many of the stunning filming locations and visit the Doors of Thrones, the Glass of Thrones trail as well as immersing themselves in exciting experiences including archery, meeting the direwolfs and enjoy Game of Thrones® themed banquets.