Xbox / Microsoft - "The Birth of Gaming Tourism" by PHNX Awards 2020
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| Title | The Birth of Gaming Tourism |
| Agency | McCann London |
| Campaign | The Birth of Gaming Tourism |
| Advertiser | Microsoft |
| Brand | Xbox / Microsoft |
| Posted | April 2020 |
| Business Sector | Consumer Electronics & Audio-Visual |
| Story | 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. |
| Media Type | Integrated Media/360 Activation |
| Length | |
| Production Company | Fire without Smoke |
| Production Company | Momentum |
| Production Company | Clockwork |
| Production Company | Attention Seekers |
| Chief Creative Officer McCann UK and Co President | Rob Doubal |
| Chief Creative Officer McCann UK and Co President | Laurence Thomson |
| Executive Creative Director | Jamie Mietz |
| Executive Creative Director | Sanjiv Mistry |
| Copywriter | Jim Nilsson |
| Art Director | Jacob Bjordal |
| Senior Planner | James Appleby |
| Senior Planner | Fanni David |
| Account Planner | Thomas Keane |
| Designer | Matthew Thomas |
| Designer | Nazima Motegheria |
| Project Manager | Clare Prager |
| Project Manager | Anna Curtis |
| Chief Creative Officer | Rob Smith |
| Managing Partner | Sailesh Jani |
| Senior Account Director | Nicole Robinson-Spaude |
| Account Director | Lynne Carter |
| Account Director | Andrew Wynn |
| Senior Account Manager | Robert Stockton |
| Senior Account Manager | Conor Lloyd |
| Senior Account Manager | Anastasia Imam |
| Account Manager | Lucy Manning |
| Account Executive | Eloise Thompson |
| Chief Production Officer EMEA | Sergio Lopez |
| Lead Executive Producer | Sophie Chapman-Andrews |
| Executive Producer | Kin-man Ly |
| Production Company Producer | Alex Dougan |
| Junior Producer | Harvey Winter |
| Production Company Producer | Jeremy Reichman |
| Print Producer | Liam White |
| Production Company Producer | 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 |
| Editor | Sabina Dallu |
| Creative Researcher | Holly Webster |
| Print Studio Manager | Robbie Maynard |
| Creative technologist | Tai Smith |
| Photography / Illustration | Duncan Harris |
| Photography / Illustration | Josh Taylor-Dadds |
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