Campaign details

Brand: Tourism Ireland
Client: Tourism Ireland
Agency: Publicis London


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 part in the world's most famous show.

Our strategy was to rebrand Northern Ireland as Game of Thrones Territory.

For seven years the team and Tourism Ireland worked tirelessly to make this opportunity happen. Along the way we successfully created one of the most effective and enduring creative partnerships HBO has ever experienced. We also created the most anticipated advertising around the show, year after year, for five incredible years.