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01 Dec 2017

Tourism Ireland’s Game of Thrones campaign scoops Grand Prix award at Europe’s biggest advertising awards

Tourism Ireland’s Game of Thrones tapestry campaign, to promote tourism to Northern Ireland, has scooped a top prize at the eurobest awards, the biggest awards for the creativity in advertising in Europe.

The awards ceremony took place last night (Thursday, 30 November) in London, as part of eurobest, the European Festival of Creativity – an annual event which celebrates and rewards excellence in advertising and communications in Europe. Tourism Ireland was awarded the Grand Prix for its Game of Thrones tapestry campaign, in the ‘Print and Outdoor’ category – beating off stiff competition in the same category from the likes of McDonalds, Volkswagen and Hasbro. 

“We are really proud that our Game of Thrones tapestry campaign has been recognised amongst the very best advertising in Europe today,” said Mark Henry, Tourism Ireland’s Central Marketing Director. “It has been a privilege to work with HBO and our partners in Northern Ireland, to promote Northern Ireland as ‘Game of Thrones Territory’. Our tapestry was seen online by 70.4 million people during this year’s series and more than 50,000 visitors have arrived at the Ulster Museum to experience it in real life. I am confident that our Game of Thrones promotions will continue to inspire fans to visit Northern Ireland and the island as a whole.”

Tourism Ireland’s 2017 Game of Thrones® campaign was bigger than ever before – featuring an 80-metre long, Bayeux-style tapestry which brings to life the trials and tribulations of the show’s characters in its most epic scenes. The campaign was rolled out around the world this summer, coinciding with season 7 and showcasing Northern Ireland to millions of fans everywhere. Currently hanging in the Ulster Museum in Belfast, the tapestry has now become a brand new tourist attraction – and a wonderful celebration of Northern Ireland’s links to the most popular TV show of all time. 

As well as the Grand Prix, Tourism Ireland’s tapestry campaign was also awarded a bronze in the ‘Outdoor’ category at eurobest.
  Dave Monk, Publicis London; Mark Henry, Tourism Ireland; and Richard Brim, adam&eve/DDB and head of the awards jury, at the eurobest awards in London.

Notes To Editors

Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 281,000 people across the island.
In 2016, we welcomed approximately 10.3 million overseas visitors to the island of Ireland, delivering revenue of about €5.3 billion.
•    Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted 19.37 million visitors in 2016.

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