Crafting the ConversationFeaturing: Making Northern Ireland

“Game of Thrones Territory”

1. Effective content

2. That cuts-through

3. Drives engagement

4. Delivers conversion

Island of

Ireland

Marketing

Overseas

22 Markets

£28 million

150 People

“Winning people’s attention through activity that

talks to their interests,

that brings the Ireland brand to life, and

that encourages them to interact with it

and with each other.”

7

16 million 3 million

9

THE AIM:

Capitalise on the

success, reach and

fan base of the show

to promote Northern

Ireland as a holiday destination

Join existing fan conversations

with content that captures their attention

Letting us authentically contribute & become part of the conversation

and promote Northern Ireland as the home of Game of Thrones

Promoted Tweets

Raise awareness and join

conversations as they

happened

Page Post Link Ads

Drive engagement and

traffic through

to Ireland.com

• £1.3m earned media from £175k investment

• Up to 17% engagement on Twitter at €0.09

• Visitors to NI increased by 11% over the period

=> Visitors to GOT experiences grew ten-fold

THE AIM:

Continue to bridge the gap

between the fantasy of GOT

and the reality of Northern

Ireland to reinforce Northern

Ireland as home of GOT

territory

A series of stunts, live in Northern

Ireland, blurring the lines between

the real world and that of Game of

Thrones

Captured as stills and video and

distributed across Facebook and

Twitter over a 12 week period

Content that literally brought

the show to life…

PRESS CONTENT

Press events at each stunt to

build buzz and consumer

awareness

SOCIAL ASSETS

The core content created

from the stunt – distributed

via paid placements

INFLUENCER EXCLUSIVES

Sent to influencers the day

the action was live,

encouraging them to post as

an exclusive “first sight”

• 4 Facebook videos exceeded 4.5 million views with engagement rates exceeding 40%

(2 million earned impressions)

• Twitter engagement rates up to 7%

• 38k likes & 1,450+ comments per Instagram post

• Top 10 GOT Reddit posts

Our total earned media value

was £113 million

50 x paid media

THE AIM:

Utilise the people, culture

and landscapes of Northern

Ireland to celebrate its role

as the home of Game of

Thrones, and create lasting

legacy that fans can visit

Content populated by

characters or stunts that

literally brought the show to

life…

Doors of Thrones!

A series of highly shareable

content created in Northern

Ireland over 10 weeks

10 x Short films (20-30”) & Stills

1 x Intro Making Of film (90”)

1 x Finale Making Of (2m30”)

Inspired by the strongest

known metal in the 7

kingdoms, we re-created

Valyrian Steel from the raw

materials of Northern

Ireland. Merging myth and

reality by creating a

collection of Kitchen Knives,

displayed in Belfast’s own

Michelin star restaurant, Ox.

1 x Making Of film

1 x suite of stills

To help highlight that Game

of Thrones Territory is a

place that tourists can

actually visit we created a

series of 10 uniquely

designs stamps and

released them week-by-

week

10 x sets of physical

stamps distributed through

influencers worldwide

11 x Stills

33

PRESS CONTENT

PR activity at launch,

at each creative burst &

a culmination release

SOCIAL ASSETS

Core content distributed via

paid & organic placement:

Facebook (video), Twitter &

Instagram (stills)

INFLUENCER OUTREACH

Sent to most popular GOT

bloggers the day the action

was live

• Facebook campaign reached 35 million people – 33% earned reach

• 17 million Facebook video views (at 1p CPV) with c.30% engagement rate

• Twitter engagement up to 8% (13p CPE) – 20% earned reach

• Social Influencers delivered 56 million reach & 1.5 million engagements for £1,130

Publicity value of

£15+ million

38

1. Effective content

2. That cuts-through

3. Drives engagement

4. Delivers conversion

1. Connect with your consumers’ interests

2. An engagement focus can maximise earned media

3. Deploy a cumulative asset suite with a narrative flow

4. Match the right content format with the right channel

5. Topicality supercharges shareability

6. Leverage the power of community (& their influencers)

7. Think “real world” opportunities as well as digital

8. Link with purchasable product to convert the sale

Thank youQ&A