ABOUT

Aussies make up 50% of all travellers to New Zealand, but with international borders closed Tourism New Zealand needed a way to keep the country top of mind for this first-to-fly audience. With at-home gaming on the rise, TBWA Sydney chose to market the entire country as a game to feed the desire for travel. Launched on Twitch, PLAY NZ was the world’s first gamer walkthrough of a real country, and drove people to a hub where they could explore more immersive experiences. Gamers loved it. Intent to visit New Zealand increased by over 387% and it maintained its #1 position as the preferred destination.