Linen Mill Studios / Game of Thrones

Client
Linen Mill Studios
Brief
Highlight HBO’s Game of Thrones Legacy Tour at Linen Mill Studios, Banbridge

Maximise media coverage of the announcement

Co-ordinate communication with key stakeholders

We were tasked with highlighting HBO’s decision to locate the formal studio tour for Game of Thrones at Linen Mill Studios in Banbridge, County Down, Northern Ireland, to a global audience.

The move comes after Game of Thrones filming ended and our involvement focused on maximising news coverage around the decision that the Banbridge studios will take centre stage as part of a legacy investment which will also see other filming sites opened up to the public.

We were tasked with relaying the news in a positive fashion, not just to the media but to all stakeholders involved in the project including councils, local residents, tourism organisations and government.

In addition, we had to ensure co-ordination with HBO to make sure our announcements were released in tandem and in line with its strict brand guidelines.

Those guidelines meant that media filming and other content had to be strictly monitored by Lanyon at the site.

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34

pieces of coverage

800m

online readership

818,000

estimated coverage views

16,200

social shares

Strategy & Tactics

Working in conjunction with the various stakeholders, Lanyon handled all media communications around the company’s plans to base a multi-million-pound studio tour at the site which had been used as a film location by Game of Thrones for the last eight years.

As well as drafting statements and key messaging, we reached out to an extensive media contact list to spread news of the development across the globe.

Outcomes

Lanyon organised and attended interviews on location with major media organisations including BBC, RTE and ITV, securing a wealth of positive broadcast coverage, drafting messaging documents for interviewees and working closely to prepare them for the camera.

Print, online and social media coverage stretched across the globe including HuffPostUS, Time Magaine, The Telegraph, The Sun, Daily Mail, Lonely Planet, Conde Naste Traveller, Philippine Star, Business Insider and a host of others.

The Future

Lanyon continue to work with Linen Mill Studios and will be at the heart of the development of HBO’s Game of Thrones studio tour as it is progresses over the next few months.

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