Xbox The Birth of Gaming Tourism

To target a new audience, we created a new reason to buy games. Not just to play but to visit. The centrepiece was The Rough Guide to Xbox – the first travel guide for virtual worlds. Xbox transformed into a travel brand, with a stand at the UK’s biggest travel expo, tourist board-style ads, in-game guided tours, and even game bundles re-framed as package holidays. That was all before Covid. But when the pandemic hit, it cemented this new way to travel.

D&AD AWARDS

Yellow Pencil / Entertainment / Experiential / 2021
Yellow Pencil / Integrated / Collaborative Campaigns
Yellow Pencil / Entertainment / Integrated
Graphite Pencil / Writing for Design / Graphic
Wood Pencil / Direct / Integrated
Wood Pencil / Gaming / Experiential
Shortlist / Digital / Physical & Digital