Game of Thrones Dark Hedges carving new TV tourism openings
Two Dark Hedges trees uprooted in a storm are being turned into doors with carvings depicting scenes from Game Of Thrones - the TV series that made the spot world-famous.
They will be hung in pubs and venues near locations where the dark fantasy epic is filmed, with one unveiled each week as the new season unfolds.
The carvings will reference key scenes and events from the latest episodes and incorporate some of the symbols of the show and Northern Ireland scenery.
As the opening episode of the highly-anticipated sixth season aired yesterday, the first door was hung in The Cuan guest inn in Strangford, Co Down.
There are also plans to release a limited edition Game Of Thrones stamp for mail posted in the province in an effort to promote tourism.
The doors and stamp will be backed by a social media campaign that will see Tourism Ireland release short films and images on Facebook, Twitter, Instagram and YouTube in 10 markets, including Britain, the US, Canada and more.
It is hoped it will build on the success of Tourism Ireland's previous Game Of Thrones campaigns, which generated five million clicks, comments and shares and reached about 100 million people.
The campaign kicks off this week and will continue until the end of season six in June.
Enterprise, Trade and Investment Minister Jonathan Bell said: "The filming of Game Of Thrones here continues to showcase our stunning scenery and countryside to the world.
"Fans from around the world have travelled to visit filming locations here, and this Tourism Ireland campaign will help build on the success of their previous social media promotion.
"I am certain the initiative will be a huge success, further encouraging fans to come and see for themselves the filming location of their favourite show."
Niall Gibbons, CEO of Tourism Ireland, added: "We are delighted to continue our partnership with HBO in 2016. Our latest campaign is a fun and innovative way to bring the destination to the attention of Game Of Thrones fans everywhere. They will see our ads, spiking their curiosity about the landscapes and locations featured in the series and inspiring them to come and explore them for themselves."
And John McGrillen, CEO of Tourism NI, said: "This creative and innovative campaign will raise the profile of Northern Ireland as a holiday destination and encourage people to explore our stunning landscapes."