As tourism slogans go, it's perhaps not the most obvious – "A holiday won't cost you an arm or a head."
But fans of hit television series Game Of Thrones will appreciate the tongue-in-cheek message behind a new advertising campaign that aims to promote Northern Ireland as a top holiday destination.
Tourism Ireland has teamed up with US TV network HBO to promote Northern Ireland's scenic beauty in a series of Game Of Thrones-themed advertisements.
Up to 12 pictures of locations in the fantasy world of Westeros will appear on social networking sites, bearing the HBO logo and slogans that relate to the show.
The new campaign kicked off yesterday with adverts appearing on Facebook and Twitter and will run until early June in the UK, US, Canada, France, Germany, Spain, Italy, the Netherlands and Scandinavia.
Enterprise Minister Arlene Foster described the partnership as a major coup for tourism. She added: "Fans from around the world will see our mystical landscapes, crumbling castles and hidden scenic gems as various local locations provide stunning and atmospheric settings for the cast."