HBO Game of Thrones International Exhibit - 2014
The HBO Game of Thrones International Exhibit was a traveling showcase featuring authentic props, costumes, weaponry and memorabilia from the hit show to drive viewership for upcoming seasons.
In 2014, HBO challenged Relevent to up the ante for its dedicated legions of fan around the world. Our team had to figure out how to feed fandom and sustain press momentum by taking fans deeper into Westeros than they’d ever been ever. The goal was to reignite the fanbase, drive coverage and conversation, and maximize viewership for Season 4.
We worked with HBO to line up 10+ stops spanning nearly all continents, including Rio, Oslo, Sydney (Australia), SXSW in Austin, and New York City for premiere night. From what items to feature and how, to talent appearances, social strategy and PR outreach, we leveraged every detail to maximize buzz and worked with the show’s creators to ensure every detail was accurate to their vision of Westeros.
Project Details
Hundreds of authentic props, costumes, and weaponry (including The Throne) from the series on display in a museum-style setting
Programming included private tours for the cast and media, panels with talent and HBO leadership, limited edition merchandise and partnerships (ex. Brewery Ommegang) and opening night press previews rounded out the complimentary hours of operations for fans
"Ascend the Wall" became a groundbreaking 4D virtual reality experience that took fans on a journey into the fantastic world of the show; a journey that began with a rickety elevator ride 700 feet up the Wall and ended with surprise attack from the North.
Project Contributions
International Account Manager, supporting Account Lead and agency leadership with client communications and creation of mission critical documents
International Associate Event Producer, managing vendor relationships ranging from venue vetting to AVS to talent; sole Activation Lead on-site for multi-day activation in Oslo, Norway
Museum ‘Curator’ and prop stylist, ensuring labeling accuracy across all installations and displays
Staff Training Lead, training staff globally for strong consumer messaging and optimization of event flow and line management (some days with 8+ hour wait times)
