| Title | TAPESTRY |
| Brand | TOURISM IRELAND |
| Product/Service | TOURISM IRELAND |
| Category |
A05. Travel, Transport & Leisure |
|
Entrant
|
TOURISM IRELAND Redmonds Hill, IRELAND
|
|
Idea Creation
|
PUBLICIS LONDON, UNITED KINGDOM
|
|
Media Placement
|
CARAT London, UNITED KINGDOM
|
|
Production
|
SPACE66 London, UNITED KINGDOM
|
Credits
| Anuraag Trikha |
Heineken |
Brand Communication & Digital Director Global Commerce |
| Gianluca Di Tondo |
Heineken |
Senior Director Global Heineken® Brand Global Commerce |
| Els Dijkhuizen |
Heineken |
Communication Manager Global Commerce |
| Nourdin Rejeb |
Heineken |
Global Digital Manager |
| Jessica Setiawan |
Heineken |
Global Digital Manager |
| Bruno Bertelli |
Publicis |
Global Chief Creative Officer (Publicis Worldwide) |
| Cristiana Boccassini |
Publicis Italy |
Executive Creative Director (Italy) |
| Marco Venturelli, Luca Cinquepalmi |
Publicis Italy |
Executive Creative Directors |
| Milos Obradovic |
Publicis Italy |
Global Digital Creative Director on Heineken |
| Claudia Illan, Giovanna Favor |
Publicis italy |
Copywriters |
| Hugo Wahledow, Alice Teruzzi |
Publicis Italy |
Art Directors |
| James Moore |
Publicis Italy |
Strategic Planner |
| David Pagnoni, Fabiola Miccone, Eleni Charakleia |
Publicis Italy |
Client Account Team |
| Silvia Cattaneo |
Publicis Italy |
Agency Producer |
| Nicholas Roope |
Poke London |
Executive Creative Director |
| Angus Mackinnon |
Poke London |
Group Creative Director |
| Matthew Comras, Tom Park |
Poke London |
Copywriters |
| 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.
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.
The Game of Thrones Tapestry merges the fantasy world of Westeros and the reality of Northern Ireland in a growing physical exhibition in Belfast’s historic Ulster Museum – combining the shows epic scale and drama with Northern Ireland’s rich craft and textile heritage. Knowing that, Game of Thrones fans vociferously consume content online, we then brought the physical asset to life through a series of reactive social content, and an immersive digital experience on Ireland.com, which gave fans the ability to explore and share the details of their favourite show, all the while learning about Northern Ireland’s stunning locations
Insights, Strategy and the Idea
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.