Xbox’s ‘Rough Guide’ travel book positions its universe as a must-see destination

Publication forms part of travel-themed campaign by McCann London

Published On
Feb 03, 2020

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Microsoft’s Xbox has teamed up with the publishers of the “Rough Guides” travel manuals to publish a guidebook to its universe. It details the wonders of destinations found in titles like "Halo 5: Guardians," "Metro Exodus" and "Forza Horizon 4," all of which are available on Xbox Game Pass.

“The Rough Guide to Xbox” follows the format of its real-world counterparts and features top travel tips and photos shot by a professional in-game photographer. It's part of a campaign by McCann London that kicked off last year seeking to position the Xbox world as a travel destination. 

It was recently launched at London’s “Destinations: The Holiday & Travel Show,” the U.K.’s biggest holiday and travel event. There, attendees could also stop by at a dedicated “Visit Xbox” stand aimed at showcasing the travel potential of Xbox’s worlds.

It will be available to purchase from the online Microsoft Store from Feb. 5 and, at a later date, in an e-book format. All proceeds will go to U.K. charity SpecialEffect, which works on making gaming more accessible.

“Some of the ancient ruins, national monuments and natural wonders in Xbox games are every bit as goosebump-y, bucket list-y, and worth seeking out as those in the real world,” said Sanjiv Mistry  and Jamie Mietz, executive creative directors at McCann London in a statement.”So it’s only fitting that there’s now a Rough Guide to Xbox, a vital tool to help people plan their trips to game worlds just as they would to any other destination.” 


Feb 03, 2020
Microsoft XBOX
Agency :
McCann - London
Chief Creative Officer :
Rob Doubal
Chief Creative Officer :
Laurence Thomson
Executive Creative Director :
Jamie Mietz
Executive Creative Director :
Sanjiv Mistry
Senior Creative :
Jim Nilsson
Senior Creative :
Jacob Bjordal
Director :
Jim Nilsson
Director :
Jacob Bjordal
Senior Creative :
Juan Peirano
Senior Creative :
Hetu Negri
Head of Strategy :
Karen Crum
Senior Planner :
James Appleby
Head of Art :
Dan Howarth
Designer :
Matthew Thomas
Designer :
Angelika Juszczyk
Project Director :
Clare Prager
Project Manager :
Anna Curtis
Senior Project Manager :
Hannah Graff
EVP and CCO at McCann UK :
Rob Smith
Managing Partner :
Sailesh Jani
Senior Account Director :
Nicole Robinson-Spaude
Account Director :
Melanie Vickers
Account Manager :
Anastasia Imam
Account Executive :
Eloise Thompson
Chief Production Officer :
Sergio Lopez
Executive Producer :
Kin-man Ly
Head of Studio :
Ellis Faint
Producer :
Alex Dougan
Junior Producer :
Aurelija Salickaite
Print Producer :
Steve Tester
Producer :
Jamie Cooper
Director :
Ben Twiston-Davies
Production Company :
Fire Without Smoke
Post Production :
Publishing Company :
Rough Guides
Partnerships Agency :
PR Agency :

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