Game of Thrones: The complete fourth season
5 February 2015
To celebrate the release of Game of Thrones: The Complete Fourth Season on Blu-ray and DVD, Premier worked with HBO Home Entertainment on a multi-faceted PR campaign that spanned online, social and offline media to achieve global spotlight on the UK release.
To gain noise and excitement ahead of the release, Premier worked with The Wandering Chef and Grosvenor Events to create a pop-up restaurant at the Masonic Temple Room at the Andaz Hotel Liverpool Street. The pop-up restaurant, called 'All Men Must Dine', was themed around guests being invited to an intimate and lavish dinner as a member of the small council in King's Landing and featured an exciting and adventurous menu straight out of Westeros – compiling 15 courses and 5 specially created cocktails to accompany the food. Throughout the evening, guests were treated to entertainment including a live orchestra, a wandering troop of fools, a contortionist and other spectacles. The restaurant was launched to 24 selected press on Thursday 12 February and then the members of the public lucky enough to win a seat attended on the Friday, Saturday and Sunday of Valentine's Weekend ahead of the release of the DVD. Coverage was achieved on a global scale, with everyone from The Daily Telegraph, The Independent, The Guardian, Sunday Times, MTV News, BBC Radio 1, The Independent, Mail Online, food bloggers and fan sites covering the pop-up. Filmed content was also created by Premier that was seeded out to newswires and covered on NBC News, Fox News, London Live, Press Association and Associated Press alongside many others for further reach.
For a day of release stunt, Premier collaborated with Glacial Art to create a one-of-a-kind giant replica of the Iron Throne made completely out of ice – hand carved over 10 days and created using over 1,000 litres of water, the sculpture was erected in London's Covent Garden for the day of the Blu-ray and DVD release. Thousands of fans and visitors took their picture on the throne using #TakeTheThrone and coverage was achieved across a range of online sites including Evening Standard, Time Out London, Radio Times, Yahoo, MSN and more.
An international press trip was also carried out to Dubrovnik and Split in Croatia, where 19 outlets from MTV News to IGN to The Sun and ETalk! News in Canada attended to experience a personalised tour of the filming locations from the show