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16 Nov 2018

Tourism Ireland’s Game of Thrones tapestry campaign scoops two awards at The Lovie Awards in London

Tourism Ireland’s Game of Thrones® tapestry campaign has scooped two awards: gold for Best Branded Experience and bronze for Best Art Direction, at the eighth annual Lovie Awards at BFI Southbank in London, last night (Thursday, 15 November).  

The Lovie Awards recognise the best in originality and creativity online and are selected by the International Academy of Digital Arts & Sciences (IAFAS), 500 of Europe’s best and brightest leaders in digital – including musician Imogen Heap and actor Stephen Fry.

“Tourism Ireland has been working hard to build awareness of Northern Ireland around the world, highlighting our connection with Game of Thrones to fans everywhere,” said Mark Henry, Tourism Ireland’s Director of Central Marketing. “So, we are really proud that our tapestry campaign has been recognised at the Lovie Awards. It has been a privilege to work with HBO and our partners here, to promote Northern Ireland as ‘Game of Thrones Territory’. I am confident that our Game of Thrones promotions will continue to inspire fans to visit Northern Ireland, and the island as a whole, as they await the exciting final season in 2019.”

Tourism Ireland’s 2017 Game of Thrones® campaign was its biggest ever GoT campaign – 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 to coincide with season 7, showcasing Northern Ireland to millions of fans everywhere. Currently hanging in the Ulster Museum in Belfast, the tapestry has now become a new tourist attraction – and a wonderful celebration of Northern Ireland’s links to the most popular TV show of all time. 

Tourism Ireland’s Game of Thrones® campaigns for Northern Ireland have won well over 30 national and international awards and reached over 120 million potential visitors across the world.
  Nick Farnhill, CEO of Publicis London; and Mark Henry, Tourism Ireland, at the Lovie 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.
  • Tourism is responsible for in excess of 5.2% of GDP in Northern Ireland and supports approximately 65,000 jobs.
  • In 2017, we welcomed 2.175 million overseas visitors to Northern Ireland, delivering revenue of £566 million. 
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted around 19.3 million visitors in 2017.

Previous Press Release

15 Nov 2018

Ireland’s ‘rendez-vous’ with France