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09 . 12 . 21

The Birth of Gaming Tourism

Words by: Print Power
Cannes Lions 2021 Winner

AGENCY McCann London
CATEGORY Commercial Publications/Publications
AWARD Gold Lion

At a time when most of us were grounded by pandemic travel bans, Xbox sated our wanderlust by partnering with renowned travel publisher Rough Guides to produce in-game guided tours within favourites like Halo and Assassin’s Creed. 

The Rough Guide to Xbox saw the gaming market open up to a whole new audience and offers a way to explore strange and wonderful places beyond anything normally found in the real world. 

I’m not one for gaming, but this speaks to me. It’s a campaign that explores the beauty of gaming beyond traditional gameplay and in an era when most of us are still not travelling. A gaming brand that celebrates a new kind of tourism and takes in the spectacular scenery
Sonoo Singh
Founder/Creative Salon