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

Abstract

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. © 2017, Academy of Marketing Science.