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Tourism Ireland announce Game of Thrones campaign

Written by Robert McHugh, on 22nd Apr 2015. Posted in General

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Tourism Ireland have announced a new advertising campaign which aims to showcase Northern Ireland to millions of Games of Thrones fans worldwide. Dragon eggs and three-eyed ravens – have been appearing in surprising locations around Belfast and Northern Ireland over the past few weeks, as part of a new Tourism Ireland campaign created in partnership with HBO®.

Replica dragon eggs were placed among fruit and vegetables in a market stall in St George’s Market in Belfast. The eggs were ‘for sale’ to people visiting the market for the price of 125 Gold Dragons – the currency used in Game of Thrones. What customers didn’t know was that one of the eggs was controlled by remote control and proceeded to rattle and wobble around.

Furthermore, photos and videos were taken of the props in the various locations – and will be promoted by Tourism Ireland to some 100 million Game of Thrones fans around the world, as ‘real news’ items in the new campaign.

The campaign will run for 14 weeks and will build on the hugely successful campaign of 2014 – which generated almost one million clicks, comments and shares and reached about 100 million fans across the world. 

CEO of Tourism Ireland, Niall Gibbons said, "We are delighted to continue our partnership with HBO in 2015, to highlight Northern Ireland and its beautiful landscape – through the exciting events of Game of Thrones – on the global stage.

We aim to build on the success of last year’s campaign, reaching out to the show’s global fanbase and demonstrate the spectacular scenery of Northern Ireland.

Game of Thrones fans worldwide will see these ads, spiking their curiosity about the landscapes and locations featured in the series and inspiring them to come and explore them for themselves."

For more visit: www.businessworld.ie

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