Заголовок | The Birth of Gaming Tourism |
Агентство | McCann London |
Кампания | The Birth of Gaming Tourism |
Рекламодатель | Microsoft |
Бренд | Xbox / Microsoft |
Posted | Апрель 2020 |
Бизнес сектор | Бытовая электроника и аудио-видео техника |
История | 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. |
Тип медиа | Интегрированные медиа / 360 Активация |
Длина | |
Продакшн Студия | Fire without Smoke |
Продакшн Студия | Momentum |
Продакшн Студия | Clockwork |
Продакшн Студия | Attention Seekers |
Chief Creative Officer McCann UK and Co President | Rob Doubal |
Chief Creative Officer McCann UK and Co President | Laurence Thomson |
Исполнительный креативный директор | Jamie Mietz |
Исполнительный креативный директор | Sanjiv Mistry |
Копирайтер | Jim Nilsson |
Арт-директор | Jacob Bjordal |
Senior Planner | James Appleby |
Senior Planner | Fanni David |
Планировщик счета | Thomas Keane |
Дизайнер | Matthew Thomas |
Дизайнер | Nazima Motegheria |
Менеджер проекта | Clare Prager |
Менеджер проекта | Anna Curtis |
Главный креативный директор | Rob Smith |
Управляющий партнер | Sailesh Jani |
Senior Account Director | Nicole Robinson-Spaude |
Директор рабочей группы клиента | Lynne Carter |
Директор рабочей группы клиента | Andrew Wynn |
Senior Account Manager | Robert Stockton |
Senior Account Manager | Conor Lloyd |
Senior Account Manager | Anastasia Imam |
Специалист по работе с заказчиками | Lucy Manning |
Делопроизводитель | Eloise Thompson |
Chief Production Officer EMEA | Sergio Lopez |
Lead Executive Producer | Sophie Chapman-Andrews |
Исполнительный продюсер | Kin-man Ly |
Продюсер Продакшн Студии | Alex Dougan |
Junior Producer | Harvey Winter |
Продюсер Продакшн Студии | Jeremy Reichman |
Продюсер печати | Liam White |
Продюсер Продакшн Студии | Angelo Tsolka |
Закупщик художественного оформления | Pam Oskam |
Закупщик художественного оформления | Julie Hughes |
Studio Imaging Director | john martin |
Senior Retoucher | Rob McDonald |
Senior Editor | Matt Dollings |
Senior Editor | Paul Jenkinson |
Редактор | Sabina Dallu |
Creative Researcher | Holly Webster |
Print Studio Manager | Robbie Maynard |
Творческий технолог | Tai Smith |
Фото / Иллюстрации | Duncan Harris |
Фото / Иллюстрации | Josh Taylor-Dadds |