标题 | The Birth of Gaming Tourism |
广告公司 | McCann London |
广告战役 | The Birth of Gaming Tourism |
广告主 | Microsoft |
品牌 | Xbox / Microsoft |
Posted | 4月 2020 |
行业领域 | 家用电器和视听产品 |
剧情简介 | 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. |
媒体类别 | Integrated Media/360 Activation |
长度 | |
制作公司 | Fire without Smoke |
制作公司 | Momentum |
制作公司 | Clockwork |
制作公司 | Attention Seekers |
Chief Creative Officer McCann UK and Co President | Rob Doubal |
Chief Creative Officer McCann UK and Co President | Laurence Thomson |
执行创意总监 | Jamie Mietz |
执行创意总监 | Sanjiv Mistry |
文案 | Jim Nilsson |
美术指导 | Jacob Bjordal |
Senior Planner | James Appleby |
Senior Planner | Fanni David |
客户企划 | Thomas Keane |
设计师 | Matthew Thomas |
设计师 | Nazima Motegheria |
项目经理 | Clare Prager |
项目经理 | Anna Curtis |
首席创意官 | Rob Smith |
Managing Partner | Sailesh Jani |
Senior Account Director | Nicole Robinson-Spaude |
客户总监 | Lynne Carter |
客户总监 | Andrew Wynn |
Senior Account Manager | Robert Stockton |
Senior Account Manager | Conor Lloyd |
Senior Account Manager | Anastasia Imam |
客户经理 | Lucy Manning |
客户主管 | Eloise Thompson |
Chief Production Officer EMEA | Sergio Lopez |
Lead Executive Producer | Sophie Chapman-Andrews |
执行制片 | Kin-man Ly |
制作公司制片 | Alex Dougan |
Junior Producer | Harvey Winter |
制作公司制片 | Jeremy Reichman |
Print Producer | Liam White |
制作公司制片 | 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 |
剪辑师 | Sabina Dallu |
Creative Researcher | Holly Webster |
Print Studio Manager | Robbie Maynard |
Creative technologist | Tai Smith |
摄影 | Duncan Harris |
摄影 | Josh Taylor-Dadds |