Titulo | The Birth of Gaming Tourism |
Agência | McCann London |
Campanha | The Birth of Gaming Tourism |
Anunciante | Microsoft |
Marca | Xbox / Microsoft |
Posted | Abril 2020 |
Sector Empresarial | Eletrodomésticos e áudio-visual |
História | 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. |
Tipo de Mídia | Integrated Media/360 Activation |
Comprimento | |
Produtora | Fire without Smoke |
Produtora | Momentum |
Produtora | Clockwork |
Produtora | Attention Seekers |
Chief Creative Officer McCann UK and Co President | Rob Doubal |
Chief Creative Officer McCann UK and Co President | Laurence Thomson |
Director executivo criativo | Jamie Mietz |
Director executivo criativo | Sanjiv Mistry |
Redator | Jim Nilsson |
Director de arte | Jacob Bjordal |
Senior Planner | James Appleby |
Senior Planner | Fanni David |
Planeador | Thomas Keane |
Designer | Matthew Thomas |
Designer | Nazima Motegheria |
Project Manager | Clare Prager |
Project Manager | Anna Curtis |
Chief Creative Officer | Rob Smith |
Managing Partner | Sailesh Jani |
Senior Account Director | Nicole Robinson-Spaude |
Director de contas | Lynne Carter |
Director de contas | Andrew Wynn |
Senior Account Manager | Robert Stockton |
Senior Account Manager | Conor Lloyd |
Senior Account Manager | Anastasia Imam |
Account Manager | Lucy Manning |
Executivo de contas | Eloise Thompson |
Chief Production Officer EMEA | Sergio Lopez |
Lead Executive Producer | Sophie Chapman-Andrews |
Produtor executivo | Kin-man Ly |
Producer | Alex Dougan |
Junior Producer | Harvey Winter |
Producer | Jeremy Reichman |
Print Producer | Liam White |
Producer | Angelo Tsolka |
Art Buyer | Pam Oskam |
Art Buyer | Julie Hughes |
Studio Imaging Director | john martin |
Senior Retoucher | Rob McDonald |
Senior Editor | Matt Dollings |
Senior Editor | Paul Jenkinson |
Editor | Sabina Dallu |
Creative Researcher | Holly Webster |
Print Studio Manager | Robbie Maynard |
Creative technologist | Tai Smith |
Fotografia / Illustration | Duncan Harris |
Fotografia / Illustration | Josh Taylor-Dadds |