Background & insight
Our work began in 2011; shifting the emphasis from traditional advertising to a comms model built for news feeds and phone screens. We use content to deliver a more comprehensive and multi-textured story that evokes the feeling of being in Ireland rather than just showing it.
The best example is the opportunity we identified to promote Northern Ireland via an unprecedented partnership with HBO & Game of Thrones (GoT).
Tourism Ireland couldn’t use the GoT assets directly. We needed to find a way to leverage the partnership and attract footfall, by connecting GoT with Northern Ireland.
The living idea
Northern Ireland is Game of Thrones Territory.
Where it lives
The content-led campaign taps into the Game of Thrones global fan base creating a whole new army of brand advocates and making it the go-to-destination for fans.
In 2016, we turned fallen trees from shoot locations into 10 intricately carved pub doors. In 2017, we immortalised every scene from season 7 in a 90m long tapestry. In 2018, using fan search data, we identified the world’s most talked about GOT moments and turned them into beautiful stained-glass windows.
What it meant for the brand
The multi-award winning campaign has been a real game changer - the most successful, ever, for Tourism Ireland. Visitor numbers are up by almost 20% with one in every six visitors coming just for Game of Thrones.
- increase in number of visitors to Ireland since 2014
- in earned media alone
- increase in revenue