Dragon eggs and three-eyed ravens started appearing around Belfast and Northern Ireland a few weeks ago -- but only "Game of Thrones" fans will have known their significance. It's all part of a new Tourism Ireland campaign capitalizing on the HBO Show, which is filmed in Northern Ireland.

Created in partnership with HBO, the campaign by Publicis included Westeros-themed props such as ravens perched on top of old-fashioned wooden signs pointing to some of the locations around Northern Ireland where the series is filmed. Replica dragon eggs were also placed among fruit and vegetables in a market stall in St George's Market in Belfast, priced in the Westeros currency at 125 Gold Dragons.

However the campaign isn't just targeting visitors to Northern Ireland; photos and videos were taken of the props in the various locations and the "finds" will be promoted by Tourism Ireland to "Game of Thrones" fans around the world as "news stories." Fans can track the "finds" using the hashtag #GOTterritory.

It's been timed to coincide with the fifth season of GoT and will be promoted through Facebook and Twitter in the U.K., U.S., Canada, Australia, France, Germany, Spain, Italy, the Netherlands and Scandinavia.