Tourism Ireland Wove a Remarkable 250-Foot Tapestry Telling Game of Thrones’ Whole Story So Far

Publicis London makes another trip to Westeros

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After 13 long months, Winter is finally here.

If you’re one of the few people in the world who didn’t tune in to HBO at 9 p.m. last night, Game of Thrones returned with a Season 7 debut containing more spoilers than we can fit in one paragraph. Suffice to say Cersei is still queen, Jon Snow is still not dead and Daenerys still has her dragons.

Marketers will continue doing their best to capitalize on one of today’s few ubiquitous pop-culture franchises that does not involve the words “Super” or “Bowl.” Beyond the many hashtagged tweets and Facebook mentions, certain brands have established lasting partnerships with the HBO franchise.

In its latest GoT-branded project, Tourism Ireland managed to thread the history of Westeros into another legend—that of the Bayeux Tapestry. In a follow-up to its famous “Doors of Thrones” project, Publicis London created a remarkable tapestry depicting the many twisted plot lines of GoT’s first six seasons. At 77 meters, or more than 250 feet, it’s even longer than the the 70-meter Bayeux, which was created in the 11th century to document the events that led to the Battle of Hastings and the subsequent Norman conquest of England.

Here’s a teaser video from Publicis:

Of course, Game of Thrones is not set Ireland, but much of the show’s filming takes place there. The country’s tourism department has collaborated with HBO for the past four years on projects ranging from a tour of key locations to last year’s “Doors of Thrones” project, which won gold and silver Lions in Cannes last month.

A digital version of the tapestry includes sections dedicated to each episode, complete with tools for easy sharing on social media. And yes, one can quickly search for the series’ most epic battles along with its most well-deserved deaths.

True dorks in the audience might also be interested to know that, unlike the Bayeux, this object actually is a tapestry, since it was woven by hand before the artists embroidered additional flourishes. The Medieval version was completely embroidered, leading some historians to refer to it as the Bayeux Embroidery.

Tourism Ireland will be sharing elements from the tapestry via its social media channels, all of which link back to a page on For a flashback, here’s a closeup of Jamie Lannister pushing young Bran Stark from the Winterfell tower’s window in the pilot episode

And here’s a reminder that the tapestry is indeed a physical object, currently on display in Belfast’s Ulster Museum:

The press release also notes, cryptically, that the tapestry features “a hidden cameo appearance by a famous face who will appear in the show.” Let’s hope it’s not Ed Sheeran.

Agency: Publicis London
Client: Tourism Ireland
Title: Northern Ireland, Game of Thrones Tapestry

Executive Creative Director: Dave Monk
Creative Director: Dave Sullivan
Copywriter/Art Director: Josh Norbury
Planner: Chris Turner
Accounts: Benjamin McKee, Kathryn Mason, Katie Edwards
Producer: Kal Parmar

Media Agency: Carat London

Production Company: Space66

Director: Sam Stocking
Editor: Ben Loach
Producer: Chloe Shaw
Illustration House: Jelly London
Post-Production Company: Space66

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.