Tourism Ireland: Playing the Long Game

Tourism Ireland, a marketing body responsible for marketing the island of Ireland overseas, rebranded the country as Game of Thrones Territory, which led to a 51% increase in visitors.

Campaign details

Brand: Tourism IrelandClient: Tourism IrelandAgency: Publicis London

Summary

This is the story behind the greatest story in modern culture. It is the story of Northern Ireland's legitimate claim as the only home of Westeros.

In 2013, Publicis London spotted an exciting opportunity for their client Tourism Ireland.

Back then everyone was talking about Game of Thrones but no one knew about Northern Ireland's iconic involvement in it.

We wanted to turn the global love for Game of Thrones into love for Northern Ireland. So, we sought to make Northern Ireland famous for its...

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