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Top 6: August 5th 2020

Tourism New Zealand: PLAY NZ

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Top 6: August 5th 2020
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%* 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. 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.
Credits Other credits

PR: Eleven Sydney

Production Additional Assets: BOLT

Editing: ARC

Design: Goodeye

Kaiārahi Māori / Cultural Guide: Karl Wixon, Director ARAHIA

Media: Mindshare

Technology: Google

Talent: Julian Dennison and Kathleen Belsten (Loserfruit)

Streaming partner: Twitch

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