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26 May 2017

Tourism Ireland’s Game of Thrones campaign scoops ten awards at prestigious advertising awards ceremony in London

Tourism Ireland’s Game of Thrones campaign scooped an incredible ten awards – eight gold and two silver – at the Creative Circle Awards, which took place recently in London. These included awards for ‘Best Event Led Campaign’, ‘Best Art Direction’ and ‘Best use of Outdoor’. The Creative Circle is the oldest advertising awards body in the UK, with entries judged on creative excellence by the some of the biggest names in the marketing community.

This success follows another recent win for Tourism Ireland’s ‘Doors of Thrones’ campaign at the Webby Awards in New York – for ‘Best Social Community Building and Engagement’. The Webby Awards are the leading international awards honouring excellence on the internet, voted by the public. Tourism Ireland beat off stiff competition in the category from the likes of KLM, Cheetos and Keep Sydney Open. To date, the ‘Doors of Thrones’ campaign has racked up over 30 awards and accolades from the marketing and advertising industry across Europe and the United States.

Tourism Ireland’s ‘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. The campaign was designed to attract international visitors to Northern Ireland, leveraging the massive global success of Games of Thrones. It featured ten beautifully crafted doors, carved from the famous Dark Hedges trees that appeared (as the Kingsroad) in the show but blew down during Storm Gertrude; the doors are now hanging in pubs and other venues across Northern Ireland, giving fans a brand new Game of Thrones trail to follow. 

Brian Twomey, Tourism Ireland’s Head of Marketing Communications, said: “We are really proud that our ‘Doors of Thrones’ campaign has been recognised at the Creative Circle Awards in London and at the Webby Awards in New York. Tourism Ireland has been working hard to build awareness of Northern Ireland around the world and were really pleased to continue our partnership with HBO last year, to highlight the beautiful landscape of Northern Ireland – through the exciting events of Game of Thrones – on the global stage. We are constantly looking at innovative and engaging ways of reaching potential holidaymakers, so we are particularly honoured to receive these awards.”

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, which will be timed to coincide with the seventh season of the hit drama TV series (set to premiere in mid-July).
  Julie Wakley and Darren Quinton, both Tourism Ireland; and Ben McKee, Publicis London, holding the ten awards for Tourism Ireland’s Games of Thrones campaign, at the Creative Circle Awards in London.

Notes To Editors

Tourism Ireland won the following Creative Circle awards:

Gold        Best Event-led Campaign
Gold        Best Use of OOH (out-of-home/outdoor) 
Gold        Best Experiential Craft
Gold        Best Spatial/Exhibition Design 
Gold        Best Art Direction (design craft) 
Gold        Best Art Direction (outdoor craft) 
Gold        Best Illustration (design craft)
Gold        Best Illustration (outdoor craft)
Silver       Best Use of Ambient/Guerilla 
Silver       Best Low Budget Idea