Laurence Thomson
Co President & Chief Creative Officer at McCann London
London, United Kingdom
TitleVisit Xbox
Agency
Campaign VisitXbox
Advertiser Microsoft XBOX
Brand XBOX
Date of First Broadcast/Publication
Business Sector Video Games/Consoles
Story Video game marketing has always focused on characters, guns and explosions. How could Xbox attract a wider audience who didn’t care about the violence? What about giving them a new reason to buy games? Not to play, but to visit! Xbox transformed into a travel brand, promoting not gameplay, but the locations in games – all built around a partnership with travel guide publisher Rough Guides. The Rough Guide to Xbox was just like their travel guides to real countries, but this time the advice was for virtual worlds.
Media Type Digital
Length
Chief Creative Officer
Chief Creative Officer
Executive Creative Director
Executive Creative Director
Senior Creative
Senior Creative
Director
Director
Head of Strategy
Planner Director
Planner Director
Art Director
Designer
Designer
Project Director
Project Manager
Managing Partner
PR Senior Account Director
Account Director
Account Manager
Account Manager
Account Manager
Account Executive
Chief Creative Officer
Chief Production Officer
Executive Producer
Producer
Producer
Production
Post Production

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