The latest work for Microsoft's Xbox looks and feels like a travel campaign, but it's actually encouraging you to visit the gaming platform's virtual worlds.
Created by McCann London, the campaign, running globally in 29 markets, launches with a tourist board-style film, seen here, and on the ‘Visit Xbox’ website, which features locations shot by in-game photographers. The site enables gaming "tourists" to find their next destination, whether they want to visit a quaint village or relax on a paradise-like beach. It also has a postcard generator and holiday-themed bundles.
The campaign is designed to promote Xbox One X Enhanced games and the "spectacular scenery" they offer. As part of it, Xbox and game developers will host live guided tours of "Forza Horizon 4" on mixer.com, an interactive streaming platform, and will stream the content onto billboards in the Westfield shopping mall in London. The campaign also includes a travel-style guidebook to gaming worlds, published and written by Rough Guides.