Flight Centre and Tourism New Zealand teamed up with Pinterest to spotlight New Zealand as a must-visit destination in a new campaign, in line with the release of A Minecraft Movie.
Leveraging the ‘Player One’ trend from Pinterest Predicts 2025, Flight Centre identified trending travel themes and consumer behaviours, and worked with Pinterest to develop a gaming-inspired creative to engage audiences.
Gamers and travellers may not seem like a natural pairing, but Flight Centre and Tourism New Zealand saw an opportunity to connect them. To coincide with Warner Bros.’ A MINECRAFT MOVIE, filmed in New Zealand, Flight Centre partnered with Tourism New Zealand to celebrate the release and spotlight the country as a destination.
Flight Centre and Tourism New Zealand set out to tap into Minecraft’s cultural relevance to reach new audiences, spark interest in New Zealand and drive holiday bookings. Pinterest partnered with the duo to engage audiences who are dreaming, planning and acting on travel.
The team built a custom Minecraft persona and showed up where players gather, Pinterest’s Minecraft community.
Every asset, from Premiere Spotlight to standard video and image ads, carried a block‑style, adventure‑ready look to make New Zealand a natural extension of the Minecraft universe.
“Pinterest’s Player One trend unlocked new audiences we had not considered or reached before. The Minecraft-themed creative drove strong engagement, moving inspired gamers and travel intenders from simply dreaming about New Zealand to planning and booking,” Rachael Green, marketing leader, Flight Centre Australia, said.
