The Seven Kingdoms revealed

Linen Mill Studios in Banbridge, Northern Ireland, played a pivotal role in bringing the world of Game of Thrones to life. Following the conclusion of the HBO series, the studio transformed into the Game of Thrones Studio Tour, an immersive journey into the making of the groundbreaking fantasy series. The tour features authentic sets, props, and costumes, providing visitors with an unparalleled behind-the-scenes experience.

Recognising the need to leverage this unique attraction, Linen Mill Studios partnered with us to develop a comprehensive brand strategy and a multi-channel marketing campaign to attract local and international visitors. We worked closely with Linen Mill Studios to develop their brand and website and the Game of Thrones Studio Tour’s brand, and marketing.

Our approach began with extensive research to understand the target audience’s preferences and behaviours. We developed detailed audience personas and crafted strategies to engage and entice Game of Thrones enthusiasts, local audiences, and visitors from all over the world.

We translated our insights into a striking new Linen Mill Studios identity and an identity for the Game of Thrones Studio Tour that conformed to HBO’s strict guidelines. The new brand positioning, “This Place Rules,” informed a compelling visual language for all marketing materials and communications. This Place Rules captures the essence of the Game of Thrones universe, highlighting the tour’s prestige and the immersive experience it offers while attracting a broader audience who may not have seen the show.

We launched a robust marketing campaign across various channels, including out-of-home (OOH) advertising, social media, and digital platforms. The campaign features stunning visuals and video content designed to capture the essence of the Game of Thrones universe and the thrill of going behind the scenes of TV’s biggest series. Strategic partnerships, influencer engagements, and targeted media investments maximized the campaign’s reach and impact.

The comprehensive marketing efforts significantly increased the Studio Tour’s visibility and ticket sales. Linen Mill Studios’ new brand identity solidified its reputation as a central player in Northern Ireland’s film industry. At the same time, the multi-channel marketing campaign expanded the Studio Tour’s reach, attracting visitors from across the globe. The “This Place Rules” positioning resonated strongly with audiences, reinforcing the tour’s unique value proposition and enhancing its appeal.

Our strategic recommendations, including targeted media investments and partnerships with local and international tour operators, further boosted the tour’s appeal. The collaboration has positioned the Game of Thrones Studio Tour as a must-visit destination, ensuring its continued success and relevance in the competitive tourism market.