Northern Ireland Tourist Board and HBO: A Critical Evaluation of a Digital Media Marketing Alliance

Title

Northern Ireland Tourist Board and HBO: A Critical Evaluation of a Digital Media Marketing Alliance

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Description

The digital and social media campaign of the NITB is evaluated using both qualitative and quantitative performance metrics. The overall success of the GoT Belfast campaign is weighed in terms of economic costs to attract the filming to Northern Ireland versus the economic impact on the region. The assessment addresses the process to evaluate the fit between film and location, the strategies used by the DMO to attract the film production, the impact of the DMO digital and social media campaign, and an overall assessment of the economic impact of the film production on the region.

ISBN

978-3-319-45596-9

Publication Date

2017

Publisher

Springer International Publishing

City

Cham, Switzerland

Keywords

Game of Thrones, GoT, Northern Ireland, filming, Northern Ireland Tourism Board, film production

Disciplines

European Languages and Societies | Film Production | Other Communication | Social Media

Comments

In Maximilian Stieler (Ed.), Creating Marketing Magic and Innovative Future Marketing Trends: Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference. Dr. Murray's chapter begins on page 253.

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Copyright

Academy of Marketing Science

Northern Ireland Tourist Board and HBO: A Critical Evaluation of a Digital Media Marketing Alliance

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