| 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 |
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