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01 Dec 2016

Tourism Ireland’s Game of Thrones campaign brings home the Gold, Silver and Bronze awards across Europe!

Tourism Ireland’s ‘Doors of Thrones’ campaign recognised 20+ times in awards ceremonies across Europe

Tourism Ireland has scooped more than 20 awards and accolades for its 2016 Game of Thrones campaign. Just last week, at The Drum’s Creative Out of Home Awards, in London, Tourism Ireland took the Chairman’s Award, as well as the ‘Best Use of Illustration/Animation’ and ‘Best Experiential/Ambient’ awards.  

This spring, Tourism Ireland joined forces once again with HBO, to promote Northern Ireland around the world, capitalising on the huge success of Game of Thrones. An exciting feature of Tourism Ireland’s 2016 GoT campaign was a series of 10 intricately carved doors, depicting moments inspired by this season, the ‘Doors of Thrones’. Tourism Ireland unveiled the doors each week as season six unfolded – referencing key scenes and events from the latest episode and incorporating some of the iconic symbols of the show. The doors were carved from the trees blown down last winter in Storm Gertrude at the Dark Hedges in Co Antrim – which serves as the backdrop for the Kingsroad, perhaps the most iconic Game of Thrones location in Northern Ireland. 

Tourism Ireland’s ‘Doors of Thrones’ campaign to attract visitors to Northern Ireland has reached an estimated 61 million people around the world, with the campaign’s short films being viewed 17 million times – generating coverage worth about £11.3 million. The campaign has not gone unnoticed by the marketing and advertising industry, racking up over 20 awards and accolades across Europe. These have included:
  • Kinsale Sharks International Creative Festival: 
    5 gold awards and the overall Grand Prix award (the Kinsale Sharks are Ireland’s premier advertising awards for creativity);
  • Lovie Awards (London): 
    2 gold awards and 1 People’s Choice gong (the Lovies are pan-European awards for online campaigns);
  • Campaign Big Awards (London):
    silver award (the Campaign Big Awards are the UK’s leading ad agency awards);
  • Creative Circle (London):
    2 bronze awards (Creative Circle awards are for creativity in advertising);
  • The Drum Dream Awards (London):
    2 awards – for Advertising Strategy and Illustration – and commendations in 5 other categories (The Drum Dream Awards recognise excellence in advertising creativity);
  • Epica Awards (Amsterdam):
    the Grand Prix Outdoor award (the Epica Awards are an annual series of communication awards);
  • The Drum Creative Out of Home Awards (London):
    3 awards: the Chairman’s award, as well as the ‘Best Use of Illustration/Animation’ and ‘Best Experiential/Ambient’ awards.  
  • Ad Forum
    Tourism Ireland’s ‘Doors of Thrones campaign was also listed in Adforum’s Top 5 ‘best travel and tourism ads of the month’ (in October).

Brian Twomey, Tourism Ireland’s Head of Marketing Communications, said: “We are delighted that our ‘Doors of Thrones’ campaign has received this level of industry recognition. We were really pleased to continue our partnership with HBO in 2016, to highlight Northern Ireland and its beautiful landscape – through the exciting events of Game of Thrones – on the global stage. Our aim was to reach out to the show’s global fanbase, spiking their curiosity about the landscapes and locations featured in the series and inspiring them to come and explore them for themselves. We are constantly looking at innovative and engaging ways of reaching potential holidaymakers for Northern Ireland, so we are particularly honoured to receive all of these awards.”

Timed to coincide with the return of the sixth season of Game of Thrones this spring, the Tourism Ireland ‘Doors of Thrones’ campaign was rolled out on Facebook, Twitter, Instagram and YouTube in ten different markets – including Great Britain, the United States, Canada, Australia, France, Germany, Spain, Italy, the Netherlands and Scandinavia.
  Julie Wakley and Brian Twomey, both Tourism Ireland; Ben McKee and Chris Turner, both Publicis, at The Drum’s Creative Out of Home Awards, with the three awards for Tourism Ireland’s Game of Thrones campaign.

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 2015, we welcomed almost 2 million overseas visitors to Northern Ireland, delivering revenue of about £484 million.
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted more than 16.6 million visitors in 2015.

Previous Press Release

28 Nov 2016

Tourism Ireland launches 2017 marketing plans