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New advertising campaign to showcase Northern Ireland to millions of Games of Thrones® fans worldwide

April 27, 2016 Destination Europe No Comments Email Email

Game of Thrones® fever is on the rise once again all over the world – and no more so than in Northern Ireland. With anticipation mounting among fans everywhere for the long-awaited sixth season, Tourism Ireland today launched its latest campaign to showcase Northern Ireland to millions of Game of Thrones® fans worldwide.

The new campaign, created in partnership with HBO, celebrates Northern Ireland as Game of Thrones® Territory for the sixth year running.


An exciting feature of the 2016 campaign is a series of 10 intricately carved doors, depicting moments inspired from this season. The doors will be unveiled each week as season six unfolds – inspired by key scenes and events from the latest episode and incorporating some of the iconic symbols of the show. The doors will be carved from the trees blown down in this winter’s storms at the Dark Hedges in Co Antrim which serves as the backdrop for the Kingsroad – perhaps the most iconic Game of Thrones® location in Northern Ireland. The wood from the fallen trees has been salvaged and will be carved into legacy pieces marking each episode, demonstrating the connection between the show and Northern Ireland. The doors will hang in pubs and other venues near filming locations across Northern Ireland, giving visitors a brand new Game of Thrones® Territory trail to follow.

Other features of the campaign, which will appear around Northern Ireland from 25 April, include:

  • Northern Ireland “Valyrian” steel kitchen knives inspired by the mythical Game of Thrones® steel
  • Game of Thrones® characters and icons infiltrating artwork in the Ulster Museum’s collection
  • An authentic, limited-edition Game of Thrones® stamp for mail posted in Northern Ireland during the campaign

Further details coming soon

The campaign kicks off on 25 April and will continue to roll out weekly until the end of season six, at the end of June.

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