Tapestry marks Tourism Ireland’s GOT campaign

Tapestry marks Tourism Irelands GOT campaign

Giant, medieval-style tapestry celebrates Northern Ireland’s connection to Game of Thrones®

Last week the John Salt Bar in trendy Islington welcomed guests of Tourism Ireland to coincide with launch of Game of Thrones tapestry at Ulster Museum. Julie Wakley and her team welcomed ‘Thronies’ to enjoy a themed night to herald Series 7 of the award winning production. Game of Thrones aficionados were treated to the famous John Salt cocktails which had Thronesthemed titles for the night.

Their experienced bar staff crafted some excellent tipples using Short Cross gin crafted in the Rademon Estate Distillery in Downpatrick Co Down. Famous scenes Food showcased on the night was of a quality high enough to tempt visitors to head for Ireland’s Causeway Coast and Glens region, as well as for the mouthwatering shortbread from Irwin bakers and traybakes from The Old Post Office in Lisbane.

The Ulster Folk Museum offers an opportunity to view the Games of Thrones Bayeux-style tapestry which tells the story so far from season 1 to season 6. It is 77 metres long and brings to life the trials and tribulations of the show’s characters in its most epic and famous scenes, complete with blood red weddings, golden Lannister hair, emerald green wildfire, cold blue White Walkers and jet black crows.

Cameo appearances

The tapestry is woven from linen supplied by Thomas Ferguson’s in Banbridge, one of the last surviving linen mills in Northern Ireland, giving fans a chance to re-visit all the key events which led to the season 7 premiere.

As season 7 unfolds, new sections of the tapestry will be revealed each week in the build-up to every episode. Tourism Ireland will share these new sections via social media using a mix of cinemagraphs (‘living’ photographs), time-lapse videos of the weaving process, carousels and Instagram Stories to bring the creation of the tapestry to life. An exciting feature of the tapestry is that it will feature hidden cameo appearances by a number of famous faces who have appeared in the show. The tapestry is hung in the Ulster Museum and was open to the public from last Saturday.

Each element of Tourism Ireland’s campaign will drive people to a special section on their website, www.Ireland.com/tapestry where an interactive app will allow fans to zoom in and explore the tapestry in full, reliving some of their favourite scenes from previous episodes. Fans can use the app to share those scenes with their friends, via social media, and can link to pages showing where they were filmed in Northern Ireland.

They can also start to build an itinerary for their holiday to Northern Ireland. Niall Gibbons, CEO of Tourism Ireland, said: “We are delighted to continue our partnership with HBO for the fourth year running.


TV and film are recognised as strong influencers on travellers everywhere and the stellar popularity of Game of Thrones® is a fantastic opportunity for us to promote Northern Ireland to a huge audience of potential visitors.

“Fans will see our ads, spiking their curiosity about the landscapes and locations featured in the series and inspiring them to come and explore them for themselves.”

The tapestry campaign will build on the success of Tourism Ireland’s previous campaigns, including the 2016 ‘Doors of Thrones’ which reached an estimated 126 million people around the world, with the campaign’s various short films being viewed 17 million times, generating coverage worth about £11.3 million.

The ‘Doors of Thrones’ campaign has racked up over 30 awards and accolades from the marketing and advertising industry across Europe and the United States, including three prestigious Lions Cannes awards. John McGrillen, CEO of Tourism NI, said: “Game of Thrones has been transformative for Northern Ireland as a screen tourism destination. The show has provided an opportunity for the tourism industry to develop new and innovative visitor experiences based on the Game of Thrones theme.

“This incredible tapestry gives visitors another way to explore the Game of Thrones story in Northern Ireland, adding to the 25 stunning filming locations and the Journey of Doors passport.” Tourism Ireland will also target its own social fanbase – posting and tweeting to its 4 million Facebook fans and more than 403,000 followers on Twitter globally.


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