This case describes a strategy to multiply the interest in visiting Northern Ireland created by 'Game of Thrones' and 'Derry Girls' – hit TV shows filmed in the region. Lacking rights to use full show IP, tourism agencies worked with programme makers to create salient experiences such as a Game of Thrones tapestry and TV sponsorship in the style of 'Derry Girls' characters. Evidence that marketing contributed to expanded visitor numbers compared to the pre-Covid year of 2019, includes increased search volumes relative to Croatia (another Game of Thrones location) as well as improved consideration of Northern Ireland for tourism.