Challenge: How to promote the tourist destination to the younger population and the gaming community and create a motive for them to come? The result is logical and natural, right? How different than to make a game.
That's exactly what New Zealand did.
New Zealand is in a new campaign "Play NZ”Invited tourists to get to know and explore some of New Zealand’s biggest attractions in a totally different way. Through the right game, ie in the style of a real video game.
The new campaign aims to attract primarily the Australian, but also the world, mass gaming community aged 25 to 39 by promoting New Zealand as one big RPG "open world" game. As Australians spend more and more time indoors and in the digital world, the use of games has increased by 75% since March, the New Zealand Tourist Office points out.
Plaz NZ is designed to engage a growing audience to play games online, and the game shows locations in New Zealand with the goal of having players actually visit it as well. It should be emphasized that Australia and New Zealand have already agreed on a tourist corridor or travel bubble, but which is currently out of force due to the bad epidemiological situation in Australia and the increase in the number of new cases in New Zealand. But this does not mean that promotion should not be done, this way through a "virtual" marketing approach to the target group.
So the New Zealand Tourist Board in collaboration with Twitch, the most popular gaming streaming platform, has established a collaboration to promote the new campaign, as well as one of Australia’s twitch gaming stars, Kathleen Belsten AKA Loserfruit, which has over 1,8 million followers on platform and 2,7 million on YouTube.
Although the campaign only creates the look and experience of a video game, it is not a real video game, but puts the player in the first person position on various tourist attractions in New Zealand.
"New Zealand Tourism wants to create inspiration for young Australian travelers, especially those aged 25 to 39, so that when the road corridor reopens, they will want to revisit these virtual real-life experiences.”Point out from TU New Zealand.
Andrew Waddel, New Zealand's general manager for tourism, said they realized that a growing number of people were eager for new experiences, exploration and, above all, a sense of fun and adventure. "You might not think, but playing and traveling go hand in hand."
According to the Tourism Research Australia ( TRA) data show that Australians spent $ 3,5 billion in New Zealand last year. A recent report by consultant Ernst & Young Australia estimated that the opening of the road corridor could generate between $ 1,8 and $ 3,7 billion for the New Zealand economy.
Says Andy DiLallo, creative director of TBWA \ Sydney, and Eleven Sydney said: “In a traditional campaign, we could barely scratch the surface of everything a place like New Zealand has to offer. Imitating the game was the perfect tool to show off many aspects of New Zealand. In an open game format, a new adventure is always around the corner. ”
Explore more about the Play NZ campaign and game HERE