20 Jun 2017
The awards keep rolling in for an amazing promotional campaign capitalising on the worldwide success of Game of Thrones.
Tourism Ireland’s ‘Doors of Thrones’ campaign is winning so many awards it will soon be able to mint a stash of Golden Dragons and Silver Stags – the coinage featured in Game of Thrones.
The campaign has just scooped three more awards- a gold, a silver and a bronze - at the prestigious Cannes Lions International Festival of Creativity, adding to a hoard of over 30 awards and accolades from the marketing and advertising industry across Europe and the United States.
Cannes Lions awards are highly coveted and generally regarded as the ‘Oscars’ of the advertising and marketing world.
The Tourism Ireland campaign was awarded a Gold Lion for ‘Outdoor – Special Build’; in all, 20 campaigns were shortlisted for this particular category, including the likes of Nike, Microsoft and Heineken. Tourism Ireland also took the Silver Lion for ‘Use of Ambient Outdoor’, a category that recognises the creative placing of ads in unusual locations and formats and a Bronze Lion for ‘Use of Social Platforms’.
The accolades are particularly noteworthy given that over 40,000 award entries were received across the 24 different Lions categories.
'King's Road', Dark Hedges
Door 1 - The Cuan, Strangford, County Antrim
Door 8 - Mary McBride's, Cushendun
Door 9 - Ballygally Castle, County Antrim
Door 10 - The Dark Horse, Belfast
Leveraging the massive global success of Games of Thrones, the campaign was designed to attract international visitors to Northern Ireland. It featured 10 intricately carved doors, made from 200-year-old beech trees from the much-photographed Dark Hedges in County Antrim, which appeared as The Kingsroad in the show in Season 2.
Some of these trees blew down during Storm Gertrude in 2016 but this piece of ‘Thrones’ history was saved for fans by fashioning them into doors with elaborate engravings depicting scenes from Season 6.
The ‘Doors of Thrones’ are now hanging in pubs, inns and hotels near key film locations across Northern Ireland, giving fans an exciting Game of Thrones trail to follow. A Journey of Doors souvenir passport which can be stamped at each location is also available.
With Northern Ireland being the epicentre for the making of Games of Thrones, there is an array of experiences and tours on offer that ooze mystery, fantasy and the medieval.
Guided coach and taxi tours can take fans set jetting around key film sites featuring Games of Thrones favourites such as Winterfell, The Wall and Dragonstone. Self-drive itineraries and cycle tours also let you explore them at your own pace.
Special Seven Kingdoms memories are available through a Winterfell tour at Castle Ward, a National Trust property just 30 miles from Belfast that doubled as the ancestral home of the Stark family in Season 1.
Here you can meet the actual dogs that starred as direwolves in the show, don character costumes and enjoy archery at the exact spot where Jon Snow and Robb Stark taught young Bran the art of shooting an arrow.
A real taste of Westeros can also be savoured in anything from medieval banquets to Game of Thrones afternoon tea, while you can pick up some Game of Thrones-inspired gold and silver of your own at The Steensons jewellery workshop in Glenarm, County Antrim.
The Steensons have collaborated with HBO to craft many pieces of intricate jewellery for the show, including the crowns worn by the new King and Queen of the Seven Kingdoms, Joffry Baratheon and Margaery Tyrell, during their royal wedding.
Need more resources? View our images and videos from across Ireland