| Başlık | The Birth of Gaming Tourism |
| Haftanın | McCann London |
| Kampanya | The Birth of Gaming Tourism |
| Reklamcı | Microsoft |
| Marka | Xbox / Microsoft |
| Posted | Nisan 2020 |
| Sektör | Consumer Electronics & Audio-Visual |
| hikaye | 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. |
| Medya Türü | Integrated Media/360 Activation |
| Süre | |
| Prodüksiyon Şirketi | Fire without Smoke |
| Prodüksiyon Şirketi | Momentum |
| Prodüksiyon Şirketi | Clockwork |
| Prodüksiyon Şirketi | Attention Seekers |
| Chief Creative Officer McCann UK and Co President | Rob Doubal |
| Chief Creative Officer McCann UK and Co President | Laurence Thomson |
| Yaratıcı Yönetmen | Jamie Mietz |
| Yaratıcı Yönetmen | Sanjiv Mistry |
| Reklam Yazarı | Jim Nilsson |
| Sanat Yönetmeni | Jacob Bjordal |
| Senior Planner | James Appleby |
| Senior Planner | Fanni David |
| Strateji Planlama | Thomas Keane |
| Tasarımcı | Matthew Thomas |
| Tasarımcı | Nazima Motegheria |
| Proje Sorumlusu | Clare Prager |
| Proje Sorumlusu | Anna Curtis |
| Yaratıcı Ajans Başkanı | Rob Smith |
| Managing Partner | Sailesh Jani |
| Senior Account Director | Nicole Robinson-Spaude |
| Müşteri Direktörü | Lynne Carter |
| Müşteri Direktörü | Andrew Wynn |
| Senior Account Manager | Robert Stockton |
| Senior Account Manager | Conor Lloyd |
| Senior Account Manager | Anastasia Imam |
| Müşteri Temsilcisi | Lucy Manning |
| Müşteri Temsilcisi | Eloise Thompson |
| Chief Production Officer EMEA | Sergio Lopez |
| Lead Executive Producer | Sophie Chapman-Andrews |
| Prodüksiyon Sorumlusu | Kin-man Ly |
| Prodüksiyon Şirketi Prodüktör | Alex Dougan |
| Junior Producer | Harvey Winter |
| Prodüksiyon Şirketi Prodüktör | Jeremy Reichman |
| Basılı Malzeme Prodüktörü | Liam White |
| Prodüksiyon Şirketi Prodüktör | Angelo Tsolka |
| Sanat İşleri Satın Alma Sorumlusu | Pam Oskam |
| Sanat İşleri Satın Alma Sorumlusu | Julie Hughes |
| Studio Imaging Director | john martin |
| Senior Retoucher | Rob McDonald |
| Senior Editor | Matt Dollings |
| Senior Editor | Paul Jenkinson |
| Editör | Sabina Dallu |
| Creative Researcher | Holly Webster |
| Print Studio Manager | Robbie Maynard |
| Creative technologist | Tai Smith |
| Fotoğraf / İlustrasyon | Duncan Harris |
| Fotoğraf / İlustrasyon | Josh Taylor-Dadds |