Fresh from its Game of Thrones-inspired victory in Cannes, Tourism Ireland is using series seven of the popular TV drama to promote Northern Ireland to overseas audiences now that the new series has hit the screens.
Earlier this week Tourism Ireland unveiled its brand new Game of Thrones campaign and to kickstart it, the agency rolled out a novel promotion aimed at the Spanish market which targets social media influencers and GoT ‘superfans’ who have a combined audience of over 4m.
Special Game of Thrones® packs were sent to the influencers; these included a personalised letter and gift, a Game of Thrones Passport and even a Tourism Ireland sheep on the Iron Throne as well as a video and lots of information about the filming locations around Northern Ireland. The objective was to get the influencers to share the contents of their Game of Thrones pack with their followers – and to convince those followers to come and visit the real-life filming locations. Designed to bring a smile to the faces of the recipients, the packs have been getting a great response, including from Spanish film director Santiago Segura, who shared a photo with his 3.3 million followers on Twitter.
According to Barbara Wood, Tourism Ireland’s Manager Spain: “Our latest Game of Thrones® promotion is a fun way to get lots of people talking about Northern Ireland here in Spain. Our aim is to spike people’s curiosity about the landscapes and locations featured in the series and inspire them to come and explore them for themselves. It’s just one element of our busy programme of activity to highlight Northern Ireland as Game of Thrones territory.”