Play NZ

Tourism New Zealand

Overview

When the world couldn’t visit New Zealand, we created a playful way to engage virtually with a gamified walkthrough of the country.

Challenge

2020 was a devastating year for the international tourism industry. The pandemic closed international borders and tourism as we know it was put on hold.

With Aotearoa New Zealand the #1 outbound destination for Aussie travellers, we had a very real responsibility to keep travellers connected to the country while international borders remained closed. We also had an adventure starved audience looking for entertainment and adventure.

Disruption®

We marketed the entire country like a game. PLAY NZ is a rich brand experience that gives people playful, interactive content to engage with and a vehicle for New Zealand to deliver disruptive storytelling to a new audience.

Launched with a Twitch live stream, Australian gaming influencer Loserfruit led thousands on a journey through the best of New Zealand, featuring a “gamer walkthrough” where she “played” the country and interacted live.

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