Thursday 18 January 2018

Northern Ireland crowned king of 'Game of Thrones'

The campaign was timed to coincide with the return of the long-awaited fourth season of Game of Thrones
The campaign was timed to coincide with the return of the long-awaited fourth season of Game of Thrones

Eimear Phelan

A Northern Ireland tourism initiative gained over 100 million fans due to the popular HBO series Game of Thrones.

Northern Ireland has been the main location for Winterfell, the home of the Stark Family in Game of Thrones and is also home to the Kingsroad which is filmed at the Dark Hedges in Ballymoney, Co. Antrim.

Game of Thrones

The ad campaign, run on social media networks Facebook and Twitter, this week reached over one million clocks, comments and shares.

It ran in conjunction with the hit series and in just over two months reached viewers on the UK, US, Canada, France, Germany, Spain , Italy, Scandanavia and the Netherlands.

The ads feature spectacular images of Northern Ireland which was used as a location for the Game of Thrones series. The images also showcase the natural beauty of the region and promote it was a tourist destination.

Tourism Ireland linked up with HBO to tap into the 18.4 million viewers Game of Thrones has to promote the idyllic locations of Northern Ireland. Twitter in particular has experienced up to ten times the level  of average engagement.

There was even a specific page generated on the tourism website to show fans exactly where Northern Ireland fits into their beloved series.

Last year Northern Ireland received over eight million visitors from overseas which counts for a significant amount of the revenue in Northern Ireland.

Niall Gibbons, CEO of Tourism Ireland, said: "Our partnership with HBO allowed us to shine a spotlight on Northern Ireland in a completely new way, to a brand new audience of millions of Game of Thrones fans across the world."

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