Tourism New Zealand: PLAY NZ

With international borders closed, Tourism New Zealand invited the world to come and "PLAY NZ". Teaming up with one of YouTube's top gaming content creators, Loserfruit, PLAY NZ brought the country to life as an immersive, open-world gaming experience that lets people explore some of New Zealand’s greatest attractions in a completely new way effectively marketing the entire country as a game. Smashing ad watch time records, the campaign showed that good creative can overcome short attention spans. Created alongside TBWASydney, PLAY NZ was a brand building campaign aimed at increasing the number of Australians considering a New Zealand holiday, targeting a millennial audience 25 to 39 years, renowned for seeking new experiences and likely ‘first to fly’ when a travel bubble opens.