TAPESTRY

TitleTAPESTRY
BrandTOURISM IRELAND
Product/ServiceTOURISM IRELAND
Category G03. Illustration
Entrant TOURISM IRELAND Redmonds Hill, IRELAND
Idea Creation PUBLICIS LONDON, UNITED KINGDOM
Media Placement CARAT London, UNITED KINGDOM
Production SPACE66 London, UNITED KINGDOM
Credits
Name Company Position
Dave Monk Publicis Executive Creative Director (London)
Anuraag Trikha Heineken Brand Communication & Digital Director Global Commerce
Gianluca Di Tondo Heineken Senior Director Global Heineken® Brand Global Commerce
Dave Sullivan Publicis Creative Director
Josh Norbury Publicis Copywriter & Art Director
Els Dijkhuizen Heineken Communication Manager Global Commerce
Chris Turner Publicis Strategist
Nourdin Rejeb Heineken Global Digital Manager
Jessica Setiawan Heineken Global Digital Manager
Ben McKee Publicis Account Director
Katie Edwards Publicis Business Director
Bruno Bertelli Publicis Global Chief Creative Officer (Publicis Worldwide)
Cristiana Boccassini Publicis Italy Executive Creative Director (Italy)
Kathryn Mason Publicis Account Manager
Kal Parma Publicis Agency Producer
Marco Venturelli, Luca Cinquepalmi Publicis Italy Executive Creative Directors
Milos Obradovic Publicis Italy Global Digital Creative Director on Heineken
Jelly Kitchen Jelly Kitchen Illustrator
Space66 Production & Post Production Company Production & Post
Claudia Illan, Giovanna Favor Publicis italy Copywriters
Hugo Wahledow, Alice Teruzzi Publicis Italy Art Directors
Sam Stocking Space66 Director
Ben Loach Ben Loach Editor
James Moore Publicis Italy Strategic Planner
David Pagnoni, Fabiola Miccone, Eleni Charakleia Publicis Italy Client Account Team
Chloe Shaw Space66 Producer
Dash+Miller Dash+Miller Textile Production
Silvia Cattaneo Publicis Italy Agency Producer
Nicholas Roope Poke London Executive Creative Director
Radd Nadesananthan Publicis Social Planner
Duncan Rogeres Publicis London Designer
Angus Mackinnon Poke London Group Creative Director
Matthew Comras, Tom Park Poke London Copywriters
Brian Twomey Tourism Ireland Head of Marketing Communications
Mark Henry Tourism Ireland Central Marketing Director
Dom Fisher Poke London Design Director
Sol Gafhoor Publicis London Lead Strategist
Juyong Kim Poke London Account Handler
Catherine Hurst, Rachel Adelson Poke London Producers
James Miles Starcom Media Planner
Guy Ritchie Independent/Reset Director
Dave Morrison/Jani Guest Independent/Reset Executive Producers
Adam Saward Independent/Reset Producer

The Campaign

We decided to explore the rich heritage of textiles and linen manufacture in Northern Ireland and create Northern Ireland’s own ode to Game of Thrones, capturing every episode from the opening of Season 1 all the way through to Night King’s assault on The Wall at the end of Season 7, in an 80m+ long medieval tapestry.   Made of Irish linen, the Game of Thrones tapestry was illustrated, hand-woven and hand-embroidered each week in reaction to that week’s episode of the show, meaning that we were able to give fans a unique way of catching up on the previous week’s drama before the next episode aired.

Creative Execution

Every section of the tapestry was installed in the Ulster Museum, Belfast - giving fans a new iconic GOT experience to visit as soon as they land in the city. And visit they did, with more than 20,000 visitors to the installation in the first 6 weeks, with a further 62% of visits since being specifically to see the tapestry. Through the art of storytelling, and the resurrection of a dying craft, we created a brand new tourist attraction, and a permanent fixture in Northern Ireland’s culture.

Indication of how successful the outcome was in the market

40,000 vistors to the installation to date. So far this has resulted in 3.5 million engagements and 500,000 hotspot engagements on Ireland.com, plus 32.7 million video views and a 17.9% completion rate of our social content.   So, with a growing reach figure of 344,102,909 from online publicity, and earned advertising value of €16,681,354 for a campaign spend of only €268,364, the tapestry has achieved even more than we anticipated; building on the success of 2016, driving brand awareness, and ultimately increasing visitor numbers to Northern Ireland.

Our challenge was to bring the tapestry to life not just in person, but online as-well. We created an experience on Ireland.com which allowed visitors to scroll through, and zoom – in on a high-resolution scan of the tapestry, including hotspots referring to the show’s iconic filming locations in Northern Ireland. GOT fans were encouraged to explore the tapestry in more depth, and discover the places where the action took place, effectively turning fans of the show into fans of Northern Ireland.