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04 Apr 2017

Tourism Ireland’s Game of Thrones campaign wins gold at The Travel Marketing Awards in London

Tourism Ireland’s Game of Thrones campaign has won another award – this time for ‘Best Use of Social Media’, at the annual Travel Marketing Awards, which took place recently in London.

Beating off stiff competition from Thomson Holidays, and Turismo de Canarias to claim the title, the award was presented to representatives of Tourism Ireland at the ninth Travel Marketing Awards, one of the most prestigious events in the travel and tourism marketing calendar in Britain. Tourism Ireland’s Game of Thrones campaign was also shortlisted in the ‘International Campaign of the Year’ category.

Tourism Ireland’s 2016 ‘Doors of Thrones’ campaign to attract visitors to Northern Ireland reached an estimated 126 million people around the world, with the campaign’s short films being viewed 17 million times – generating coverage worth about £11.3 million. To date, the campaign has racked up over 20 awards and accolades from the marketing and advertising industry across Europe.

Brian Twomey, Tourism Ireland’s Head of Marketing Communications, said: “We are delighted that our ‘Doors of Thrones’ campaign has been recognised at The Travel Marketing Awards. We were really pleased to continue our partnership with HBO last year, 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.”

This summer, Tourism Ireland will join forces once again with HBO, with a brand new Game of Thrones campaign to promote Northern Ireland around the world, timed to coincide with the seventh season of the hit drama TV series (set to premiere in mid-July).

Darren Quinton and Claire Brosnan, both Tourism Ireland, with the award for ‘Best Use of Social Media’ for Tourism Ireland’s Game of Thrones campaign, at The Travel Marketing Awards in London.


Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
  • Last 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 Game of Thrones 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.