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21 Sep 2015

Tourism Ireland congratulates HBO on record-breaking Emmy success for Game of Thrones

Congratulating HBO on the success of its hit series Game of Thrones picking up a record-breaking 12 Emmys in Los Angeles last night, Niall Gibbons, CEO of Tourism Ireland, said: “It’s fantastic to hear of Game of Throne’s incredible success at the Emmy Awards and we send our congratulations to the whole team at HBO.  

“We were delighted to continue our partnership with HBO in 2015 with an innovative social media campaign that reached millions of people worldwide by highlighting the stunning scenery of Northern Ireland featured in Game of Thrones.

“The high profile and increasing international success of the hit series provides an excellent opportunity to bring Northern Ireland to the attention of the millions of Game of Thrones fans across the world to encourage them to visit.”

For a number of years, Tourism Ireland has collaborated successfully with HBO, highlighting the Game of Thrones connection to promote Northern Ireland overseas.

In 2015, Tourism Ireland’s 12-week Facebook and Twitter campaign showed the fictional Westeros spilling out into the real world through a series of high-profile stunts. Fantastical Games of Thrones props – including dragon eggs, three-eyed ravens and a dragon – appeared in surprising locations around Belfast and Northern Ireland as part of the campaign.

The campaign used a mixture of video and image content to encourage Game of Thrones fans to share and celebrate the show and its filming locations in Northern Ireland. These were also shared with Tourism Ireland’s 3+ million Facebook fans and 300,000+ Twitter followers globally. Timed to coincide with the return of the long-awaited fifth season of Game of Thrones, the campaign ran in Great Britain, the United States, Canada, Australia, France, Germany, Spain, Italy, the Netherlands and Scandinavia.

Tourism Ireland’s Game of Thrones social media campaign in partnership with HBO generated almost £9.5 million worth of coverage for Northern Ireland across print, broadcast and online channels around the world in 2015. Video content generated for the campaign resulted in over 4 million views on Facebook.


Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
  • Tourism is responsible for in excess of 5.2% of GDP in Northern Ireland and supports approximately 43,000 jobs.
  • In 2014, we welcomed almost 1.8 million overseas visitors to Northern Ireland, delivering revenue of about £446 million.
  • Tourism Ireland’s international website is, available in ten different language versions for over 30 individual markets around the world. In 2014, attracted about 14.25 million visitors.