Tourism New Zealand Launches PLAY NZ Gaming Experience

Tourism New Zealand Launches PLAY NZ Gaming Experience
SHARE
THIS



Tourism New Zealand is inviting the world to PLAY NZ, emulating an open world-style gaming experience that lets people explore some of New Zealand’s greatest attractions in a completely new way. PLAY NZ effectively brings to life New Zealand as a game.

As Australians are spending more time indoors engaging in online or virtual experiences, game usage has skyrocketed with a 75 per cent increase since March. Designed to engage the growing online gaming audience, PLAY NZ shows off New Zealand as the ultimate place to come PLAY by gamifying the experience of visiting New Zealand.

Tourism New Zealand general manager Andrew Waddel said: “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.”

Partnering with Twitch, YouTube, actor Julian Dennison, social media content creator William Waiirua, and cultural influencers from the online and gaming communities, Tourism New Zealand set out to market the country like a real role player game –with really realistic graphics.

The campaign kicked off with a virtual press conference unlike any other, by inviting media 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.

TBWA\Sydney and Eleven Sydney chief creative officer Andy DiLallo said: “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.

PLAY NZ is live across Tourism New Zealand social media, playnz.com.au and is being amplified by paid, owned, trade and earned.

Credits

 

Tourism New Zealand – Australia with:

Creative: TBWA\Sydney

PR: Eleven Sydney

Production Hero Film: AIRBAG

Production Additional Assets: BOLT

Editing: ARC

Design: Goodeye

Director: Uncle Friendly

Music: Otis Studios

Sound design: Beau Silvester

Kaiārahi Māori / Cultural Guide: Karl Wixon, Director ARAHIA

Media: Mindshare

Technology: Google

Talent: Julian Dennison and Kathleen Belsten (Loserfruit)

Streaming partner: Twitch

Please login with linkedin to comment

tbwa Tourism Tourism New Zealand

Latest News

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]