More work
Seven seasons. One tapestry.
Northern Ireland is the backdrop to much of the critically acclaimed TV series, Game of Thrones®. We worked with Tourism Ireland to create a digital tapestry, depicting seasons 1 to 7, to help fans explore the intricate plot and deep dive into the filming locations of some of the show’s most iconic scenes
The challenge
For the launch of the highly anticipated season 7, Tourism Ireland commissioned a giant 80m Game of Thrones® Bayeux-style tapestry featuring “the story so far”. Made in Northern Ireland by local craftsmen using local materials, it’s a must see for GOT fans and is now exhibited at the Ulster Museum. But how could we enable people all around the world to experience it up-close?
The solution
We created a rich and interactive digital experience from the tapestry. Visitors can navigate the canvas' exquisite craftsmanship to jump into the storyline – guided by themes, characters, battles and untimely ends. Hotspots along the artwork give fans a recap on the scenes and locations, with onward links to explore more content.
Impact
Once fans have explored the tapestry, onward journeys within the Ireland.com platform promote Game of Thrones experiences in Northern Ireland, with detailed itineraries and trip ideas to explore. The digital campaign destination was a huge success, driving significant engagement on the ireland.com platform.
3.5m
pieces of content viewed
46%
increase in dwell time
30%
drop in bounce rate
