| Titulo | Xbox Tourism Rough Guide |
| Brief | Although Xbox is an established brand amongst the gaming community, there was still a need to expand brand affinity beyond its hard-core audience and attract a new, more mainstream audience who didn’t care about action and weapons, traditionally the focal point of videogame marketing.We created the first-ever new reason to purchase games. Not to play. To visit.Because games had become so beautiful and detailed, we promoted them as genuine travel destinations. In a ground-breaking partnership with one of the world’s leading travel publishers, we created ‘The Rough Guide to Xbox’ – the first travel guide for virtual worlds, enabling people to engage with games in a brand new way. The transformation was completed with a range of online and offline multi-channel activations that all made people perceive videogames as viable tourist destinations, and created added utility once the world could no longer travel. |
| Agência | McCann London |
| Campanha | The Birth of Gaming Tourism |
| Anunciante | Microsoft |
| Marca | Xbox / Microsoft |
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| McCann London | Rob Doubal, McCann London, Chief Creative Officer McCann UK and Co-President |
| McCann London | Laurence Thomson, McCann London, Chief Creative Officer McCann UK and Co-President |
| Executive Creative Director | Jamie Mietz, McCann London |
| Executive Creative Director | Sanjiv Mistry, McCann London |
| Senior Copywriter | Jim Nilsson, McCann London |
| Senior Art Director | Jacob Björdal, McCann London |
| Director | Jim Nilsson, McCann London |
| Director | Jacob Björdal, McCann London |
| Head of Strategy | Karen Crum, McCann London |
| Senior Planner | James Appleby, McCann London |
| Senior Planner | Fanni David, McCann London |
| Planner | Thomas Keane, McCann London |
| Head of Art | Dan Howarth, McCann London |
| Designer | Matthew Thomas, McCann London |
| Designer | Nazima Motegheria , McCann London |
| Project Director | Clare Prager, McCann London |
| Project Manager | Anna Curtis, McCann London |
| McCann UK | Rob Smith, McCann London, EVP & CCO |
| Managing Partner | Sailesh Jani, McCann London |
| Senior Account Director | Nicole Robinson-Spaude, McCann London |
| Account Director | Lynne Carter, McCann London |
| Account Director | Andy Wynn, McCann London |
| Senior Account Manager | Robert Stockton, McCann London |
| Senior Account Manager | Conor Lloyd, McCann London |
| Account Manager | Anastasia Imam, McCann London |
| Account Manager | Lucy Manning, McCann London |
| Account Executive | Eloise Thompson, McCann London |
| Chief Production Officer EMEA | Sergio Lopez, Craft/McCann |
| Lead Executive Producer | Sophie Chapman-Andrews, Craft/McCann |
| Executive Producer | Kin-man Ly, Craft/McCann |
| Head of Studio | Ellis Faint, Craft/McCann |
| Producer | Alex Dougan, Craft/McCann |
| Junior Producer | Harvey Winter, Craft/McCann |
| Producer | Jeremy Reichman, Craft/McCann |
| Print Producer | Liam White, Craft/McCann |
| Producer | Angelo Tsolkas, Craft/McCann |
| Art Buyer | Pam Oskam, Craft/McCann |
| Art Buyer | Julie Hughes, Craft/McCann |
| Studio Imaging Director | John Martin, Craft/McCann |
| Senior Retoucher | Rob McDonald, Craft/McCann |
| Senior Editor | Matt Dollings, Craft/McCann |
| Senior Editor | Paul Jenkinson, Craft/McCann |
| Editor | Sabina Dallu, Craft/McCann |
| Creative Researcher | Holly Webster, Craft/McCann |
| Print Studio Manager | Robbie Maynard, Craft/McCann |
| Creative Technologist | Tai Smith, Momentum |
| Photography | Duncan Harris, Freelance/Individual |
| Photography | Josh Taylor, Freelance/Individual |
| Agency (Ideation) | McCann London |
| Production | Craft/McCann |
| Production | Fire Without Smoke |
| Production | Momentum |
| Production | Clockwork |
| Production | Attention Seekers |
| Production | MRM//McCann |
| Publisher | Rough Guides |
| Agency | MIAI |
| PR | Assembly (Edelman) |
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