Ireland is promoting the fact that hit HBO show Game of Thrones is filmed in several locations in Northern Ireland, ahead of the launch of season four.
Niall Gibbons, CEO of Tourism Ireland, said: “We are delighted to announce our partnership with HBO to highlight Northern Ireland in a completely new way on the global stage. TV and film are recognised as strong influencers on prospective visitors, so this campaign is a major opportunity to shine a spotlight on Northern Ireland. Game of Thrones fans worldwide will see these ads, spiking their curiosity about the landscapes and locations featured in the series and inspire them to come and explore them for themselves.”
The new campaign will launch with adverts on Facebook and Twitter and will run until early June in Great Britain, United States, Canada, France, Germany, Spain, Italy, the Netherlands and Scandinavia.
A micro site has also been set up to raise awareness of the filming locations, such as where Winterfell, the Red Fork and the Iron Islands are.
The ‘teaser’ phase is set to run until 6 April, and on 7 April – when season four is unveiled on Sky – until 9 June, a second phase of the campaign will launch.
Games of Thrones has had £11m in funding from the Northern Ireland Executive.
Tourism Ireland has also launched a five-track EP, to promote the launch of a 2,500km long tourist route down the west coast of Ireland.