ABOUT

Xbox believes gaming is for all. Yet games marketing focuses on action. To target a new audience, McCann London created a new reason to buy games. Not to play. To visit. The centrepiece was The Rough Guide to Xbox – the first travel guide for virtual worlds. Xbox transformed into a travel brand, with a stand at the UK’s biggest travel expo, tourist board-style ads, in-game guided tours, and even game bundles re-framed as package holidays. That was all before Covid. But when the pandemic hit, it cemented this new way to travel.