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Game of Thrones Studio Tour

We continued our partnership with Game of Thrones Studio Tour, working across experiential concepts, UX-led journeys, and activation frameworks to support growth beyond the attraction site.

Industry Film & TV
Tourism
Location Northern Ireland
Services
Activation Planning, Content, Experiential, Graphic Design, Strategy, Supplier & Production Coordination, UX/UI Design, Venue & Partnership Scoping

Context

In the second half of 2025, Game of Thrones Studio Tour entered a period of strategic reassessment under the guidance of a new Head of Sales and Marketing. We had previously supported the Studio Tour as it established itself as a globally renowned destination for fans. Still, there was an opportunity to extend its reach, bringing the brand into public spaces, engaging new audiences, and surfacing more reasons to visit.

At the same time, the Studio Tour operates within a complex ecosystem. Any new physical installations or activations needed to align with brand guidelines, secure approvals from rights-holders, and be delivered through specialist fabricators and suppliers. The challenge was not simply to generate ideas, but to ensure those ideas could move confidently from concept to execution.

Big+Bold was engaged on a retainer basis to support this period of renewal—acting as a strategic partner and creative coordinator across internal teams and specialist suppliers. Working on a retained basis allowed Big+Bold to provide continuity, pace, and informed challenge during a period of change—supporting both day-to-day decisions and longer-term strategic thinking.

Key objectives

  • Explore new ways to extend the Game of Thrones Studio Tour brand.
  • Test the Iron Throne and associated assets as mobile, high-impact brand experiences.
  • Develop scalable activation concepts grounded in operational reality.

  • Coordinate creative development across internal teams and specialist suppliers.
  • Ensure all work was prepared to a standard suitable for rights-holder review and approval.

Action

Big+Bold worked as an extension of Game of Thrones Studio Tour’s internal marketing team, providing support across a range of concurrent projects. Part of our role was helping the team assess, refine, or pause ideas based on cost, feasibility, and timing.

Activation and experience development

We developed a series of activation ideas that work across a variety of contexts, such as shopping centres, town centres, heritage sites, educational institutions, and fan events. We ensured these concepts could scale and adapt, enabling the Studio Tour to plan diverse activities and capitalise on opportunities as they arose. The core of the work was a new S-shaped stand that could incorporate interactive features and facilitate merchandise and ticket sales. We also considered how activations could align with seasonal programming, tourism cycles, and broader marketing activity—allowing concepts to be phased or adapted across the calendar.

Venue scoping and feasibility

In parallel with creative development, Big+Bold led the scoping of potential venues across Northern Ireland. This work involved early-stage conversations with councils, venue operators, and site managers to gather information on availability, footfall, costs, health and safety requirements, and operational constraints. This work helped the Studio Tour assess where activations would be most viable and commercially effective before committing to delivery.

UX and journey design

Big+Bold applied UX thinking to the end-to-end visitor journey—across both physical activations and supporting digital touchpoints. We mapped how audiences would encounter the brand in public spaces, move through each experience, and transition seamlessly to ticket purchase, merchandise, or further online engagement. Our work included shaping stand layouts, interaction flows, signage hierarchy, and calls to action, as well as aligning physical experiences with digital entry points such as QR codes, social sharing, and website journeys.

Supplier and production coordination

We worked closely with printers and specialist fabricators to crystallise creative ideas into actionable production requirements. Our ongoing work with one of Northern Ireland’s leading prop designers will see a major new exhibition installed at the Studio Tour in 2026.

Rights-holder readiness

Given the nature of Game of Thrones’ IP, all concepts and materials needed to be developed with Warner Bros./HBO’s expectations in mind. Big+Bold ensured that creative proposals, visuals, and specifications were prepared to a professional standard, with appropriate attention to brand accuracy and consistency. Our work supported a smooth approval process.

Operational planning and feasibility

In addition to our creative work, we provided essential project management support to deliver the Studio Tour’s ambitious ideas. We provided grounded advice and practical assistance during a period of change and heightened strategic aspirations.

Outcome

The work provided clarity and momentum to Game of Thrones Studio Tour during a period of strategic renewal.

  • A structured framework for extending the brand into new public and physical contexts
  • Creative concepts were developed to a standard appropriate for licensed IP environments
  • Improved coordination between internal teams and specialist suppliers
  • A scalable approach to installations and activations that could be phased over time
  • Greater confidence in progressing ideas from concept toward delivery

Throughout, we considered how activations could be evaluated—using indicators such as footfall, engagement, and conversion—to inform future investment. By focusing on quality, feasibility, and readiness, Big+Bold helped the Studio Tour move forward with confidence.

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