Titel | The Birth of Gaming Tourism |
Agentur | McCann London |
Kampagne | The Birth of Gaming Tourism |
Werbende | Microsoft |
Marke | Xbox / Microsoft |
Posted | April 2020 |
Geschäftsbereich | Unterhaltungselektronik & Audio- und Videogeräte |
Story | 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. |
Medientyp | Integrated Media/360 Activation |
Länge | |
Produktionsfirma | Fire without Smoke |
Produktionsfirma | Momentum |
Produktionsfirma | Clockwork |
Produktionsfirma | Attention Seekers |
Chief Creative Officer McCann UK and Co President | Rob Doubal |
Chief Creative Officer McCann UK and Co President | Laurence Thomson |
Executive Creative Director | Jamie Mietz |
Executive Creative Director | Sanjiv Mistry |
Texter | Jim Nilsson |
Art Director | Jacob Bjordal |
Senior Planner | James Appleby |
Senior Planner | Fanni David |
Etat-Planer | Thomas Keane |
Designer | Matthew Thomas |
Designer | Nazima Motegheria |
Projektmanager | Clare Prager |
Projektmanager | Anna Curtis |
Chief Creative Officer | Rob Smith |
Geschäftsführender Teilhaber | Sailesh Jani |
Senior Account Director | Nicole Robinson-Spaude |
Etatdirektor | Lynne Carter |
Etatdirektor | Andrew Wynn |
Senior Account Manager | Robert Stockton |
Senior Account Manager | Conor Lloyd |
Senior Account Manager | Anastasia Imam |
Kundenbetreuer | Lucy Manning |
Account Executive | Eloise Thompson |
Chief Production Officer EMEA | Sergio Lopez |
Lead Executive Producer | Sophie Chapman-Andrews |
Executive Producer | Kin-man Ly |
Filmproduzent/Produzent | Alex Dougan |
Junior Producer | Harvey Winter |
Filmproduzent/Produzent | Jeremy Reichman |
Druck-Produzent | Liam White |
Filmproduzent/Produzent | 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 |
Cutter | Sabina Dallu |
Creative Researcher | Holly Webster |
Print Studio Manager | Robbie Maynard |
Kreative Technologie | Tai Smith |
Fotografie / Illustration | Duncan Harris |
Fotografie / Illustration | Josh Taylor-Dadds |