Game of Thrones – Seasons One to Eight
20 June 2019
Premier has had the privilege to work on all eight seasons of the mammoth TV phenomenon that is HBO’s GAME OF THRONES. From 2012 to 2019, numerous integrated and event-level PR campaigns have taken place to promote the Home Entertainment releases of the series, culminating in the release of The Final Season this May.
Over the years, Premier has been responsible for many worldwide PR activations including international press trips taking place to the filming locations of the series, including Croatia, Iceland, Seville and Northern Ireland. Media outlets and social media influencers from numerous territories across the world have taken part experiencing GOT themed tours in the said locations, providing features, interviews and video content across media outlets for Canada, Spain, Norway, France, Australia and the UK amongst others.
For Season 4’s release, a Game of Thrones themed restaurant was launched in London, selling out to members of the public within a 48 hour window and achieving press coverage on a global scale in outlets such as LA Times and Wall Street Journal. The restaurant was launched exclusively to press and influencers, with members of the public then able to dine on a 9 course tasting menu inspired by the show as part of a truly immersive evening. The activity even resulted in a marriage proposal!
Premier was also responsible for creating large scale PR stunts for numerous seasons of the show, generating strong national and regional coverage. These include a huge 3d artwork of the Wall along with a life-size replica of the throne in ice which took pride of place in London’s Covent Garden’s central piazza – complete with Blu-rays encased in ice! Belfast airport was rebranded for the festive period as Westeros Airport and most recently, this May, to celebrate the Digital Download release of The Final Season, four regions across the nation transformed to change their name to their Thrones equivalent, following the most anticipated finale in TV history. Covent Garden changed to Highgarden for three weeks – with the stunt reaching over 2 million people in the area throughout the three week run. Blackpool changed to Castle Black-pool, Essex was changed to Essos and Doune Castle was changed to Winterfell and widespread regional press coverage was achieved across all areas.
Premier has also worked closely with HBO Home Entertainment to engage the cast of the show, who have been highly supportive of the PR campaigns in the past. From Isaac Hempstead Wright (the ruler of the Six Kingdoms himself) attending a Westeros Food Wagon and handing out GOT-themed lemon cake in and around London, to supporting a Fan Art pop-up art gallery that Premier curated in London’s Shoreditch to promote Season 6. Maisie Williams also attended a special screening event where she cut into a Red Wedding themed cake as part of a special screening of bonus content to press and bloggers during the Season 3 campaign. Countless press junkets have also taken place to mark the release of each new season, with Premier spearheading a Game of Thrones International Ambassador programme, that for the first time allowed social media influencers the opportunity to interview talent to create original pieces of content that were posted surrounding the Home Entertainment release, reaching audiences of millions to generate real buzz around the show to the online community.
Premier have also been responsible for creating many direct-to-consumer events throughout the years of promoting the show, with the most popular being a marathon screening that Premier ran in partnership with the Prince Charles Cinema to promote the seventh season of the show. The activation generated widespread London and national media coverage, billed as the longest ever TV marathon screening on the big screen, showing all seven seasons of the show back-to-back. Game of Thrones supernerd and Thronecast presenter, Jamie East, introduced the event and the hardcore fans were treated to pizza and massage breaks throughout the screening - with 7 people surviving to the end!