Tourism Ireland and HBO liken the Emerald Isle to Westeros in Game of Thrones ad campaign

By John McCarthy | Media editor

Publicis London

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tourism article

April 22, 2015 | 2 min read

Tourism Ireland's partnership with HBO has come to fruition with a series of unique outdoor activations set to deepen Ireland's ties to the Game of Thrones lore.

The campaign will be promoted on Tourism Ireland's social channels, including footage of dragon eggs placed among fruit and vegetables in a market stall in St George’s Market in Belfast to trick vistors.

The eggs, which were ‘for sale’ at the market for the price of 125 gold dragons - the currency used in Game of Thrones - were manipulated by remote control to hatch when people got close.

Furthermore, three-eyed ravens (as seen in the show), have been perched on old fashioned wooden signs, specially erected to point the way to some of the iconic locations around Northern Ireland where the series is filmed.

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Niall Gibbons, chief executive of Tourism Ireland, 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.”

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