Título | The Birth of Gaming Tourism |
Agencia | McCann London |
Campaña | The Birth of Gaming Tourism |
Anunciante | Microsoft |
Marca | Xbox / Microsoft |
Posted | Abril 2020 |
Sector Empresarial | Electrónica doméstica y audiovisual |
Sinopsis | 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. |
Medio | Integrated Media/360 Activation |
Duración | |
Productora | Fire without Smoke |
Productora | Momentum |
Productora | Clockwork |
Productora | Attention Seekers |
Chief Creative Officer McCann UK and Co President | Rob Doubal |
Chief Creative Officer McCann UK and Co President | Laurence Thomson |
Director ejecutivo de creación | Jamie Mietz |
Director ejecutivo de creación | Sanjiv Mistry |
Responsable de conceptos / redactor | Jim Nilsson |
Director artístico | Jacob Bjordal |
Senior Planner | James Appleby |
Senior Planner | Fanni David |
Planificador de cuentas | Thomas Keane |
Diseñador | Matthew Thomas |
Diseñador | Nazima Motegheria |
Director de proyectos | Clare Prager |
Director de proyectos | Anna Curtis |
Responsable de la creación | Rob Smith |
Managing Partner | Sailesh Jani |
Senior Account Director | Nicole Robinson-Spaude |
Director de cuentas | Lynne Carter |
Director de cuentas | Andrew Wynn |
Senior Account Manager | Robert Stockton |
Senior Account Manager | Conor Lloyd |
Senior Account Manager | Anastasia Imam |
Responsable de cuentas de agencia | Lucy Manning |
Ejecutivo de cuentas | Eloise Thompson |
Chief Production Officer EMEA | Sergio Lopez |
Lead Executive Producer | Sophie Chapman-Andrews |
Productor ejecutivo | Kin-man Ly |
Productor de la productora | Alex Dougan |
Junior Producer | Harvey Winter |
Productor de la productora | Jeremy Reichman |
Print Producer | Liam White |
Productor de la productora | Angelo Tsolka |
Comprador de arte | Pam Oskam |
Comprador de arte | Julie Hughes |
Studio Imaging Director | john martin |
Senior Retoucher | Rob McDonald |
Senior Editor | Matt Dollings |
Senior Editor | Paul Jenkinson |
Montador | Sabina Dallu |
Creative Researcher | Holly Webster |
Print Studio Manager | Robbie Maynard |
Creative technologist | Tai Smith |
Foto / Ilustración | Duncan Harris |
Foto / Ilustración | Josh Taylor-Dadds |