Can’t go to New Zealand yet? No problem. TBWA\Sydney and Tourism New Zealand are enticing stuck-at-homers with a game that’s just like the real tourist experience. Because, playing games is what you do when you can’t go – well, anywhere. Game usage skyrocketed with a 75% increase since March.
Play NZ shows off New Zealand as the ultimate place to come and play by gamifying the experience of visiting New Zealand.
Andrew Waddel, general manager, Tourism New Zealand, commented, “We recognised there was a growing number of people craving new experiences, exploration and most of all a sense of fun and adventure. You wouldn’t think it, but gaming and travel go hand in hand, both are about exploration, wonder and adventure.
“Play NZ has taken cues from the gaming community, showcasing the breadth and depth of what New Zealand has to offer. Australians are inherent travellers, and Play NZ was created to satisfy their wanderlust, and inspire them to visit New Zealand once borders reopen. We can’t wait to welcome the world when it is safe to do so.”
Tourism New Zealand partnered with Twitch, YouTube, actor Julian Dennison, social media content creator William Waiirua, and cultural influencers from the online and gaming communities, to market the country like a real role player game –with really realistic graphics.
The campaign kicked off with a unique virtual press conference.The media was invited to join a live streaming platform, Twitch. Gaming influencer, Loserfruit, led the charge by sharing a simulated live walkthrough of her experience of Play NZ. The roll-out included trailer films and reviews to tease the gaming community ahead of the premiere.
Andy DiLallo, outgoing chief creative officer of TBWA\Sydney and Eleven Sydney, commented, “In a traditional campaign we would barely be able to scratch the surface of all that a place like New Zealand can offer. Mimicking a game was the perfect vehicle for us to show off the many facets of New Zealand. In an open world gaming format, a new adventure is always just around the corner. This rang true of New Zealand as well, with so much to experience packed into one destination. From its stunning vistas, music, design, and adventure, all the way to the people’s humour, New Zealand has a rich culture we wanted to bring to life for all to enjoy.”
After watching the hero film, audiences are led to the Play NZ immersive hub where they can scroll through over 18 180° digital tours and experiences across New Zealand.
The game is live across Tourism New Zealand social media, playnz.com.au and is being amplified by paid, owned, trade and earned media.
Client: Tourism New Zealand – Australia
PR: Eleven Sydney
Production Hero Film: AIRBAG
Director: Uncle Friendly
Production Additional Assets: BOLT
Editing: ARC EDIT
Online VFX: Blockhead
Music: Otis Studios
Kaiārahi Māori & Cultural Guide: Karl Wixon, Director ARAHIA
Talent: Julian Dennison & Kathleen Belsten (Loserfruit)
Streaming Partner: Twitch