Tourism New Zealand’s "PLAY NZ" campaign leverages an innovative fusion of travel marketing and interactive gaming to position New Zealand as an immersive, engaging destination. The brand proposition centers on presenting New Zealand not just as a place to visit but as an open-world playground, inviting potential tourists to virtually explore its iconic attractions through a gamified experience. This approach reframes the travel experience as an interactive adventure, promising discovery and enjoyment akin to participating in a dynamic digital game.
The market strategy is grounded in the behavioral shift induced by the COVID-19 pandemic, particularly among Australian audiences who increasingly turned to digital and gaming platforms while confined at home. Recognizing a 75% surge in game usage since March 2020, the campaign targets the growing online gaming demographic by translating the appeal of video game exploration into travel inspiration. By employing a narrative format within a digital medium, the campaign aligns Tourism New Zealand’s messaging with current consumer habits, effectively bridging virtual engagement with real-world aspiration. This creative angle harnesses the interactive and immersive qualities of gaming to generate interest and deepen emotional connection with the destination, positioning New Zealand as the ultimate space to “play” and explore when travel resumes. The campaign’s singular media asset, developed by TBWA\Sydney and launched in Australia in mid-2020, reflects a timely and strategic adaptation to shifting consumer behaviors and media consumption patterns in the travel and leisure category.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
The ‘Play NZ’ campaign by Tourism New Zealand unmistakably leverages the “Parody or Borrowed Format” creative device. Rather than following a traditional story, testimonial, or straight demonstration, it reimagines travel as an “open world-style gaming experience,” explicitly borrowing from video game tropes and interface—an approach designed to appeal to a demographic that has significantly increased its gaming activity during lockdown. Gamification is central: the entire communication emulates a pop culture genre (open-world games) to reframe New Zealand travel as if the viewer were discovering a playable map. The narrative cues consistently reinforce this borrowed structure, positioning New Zealand’s attractions within a familiar gaming context rather than via story arcs or solution-driven demonstrations.
1. Tourism Australia – Positioned as a vibrant, diverse destination showcasing iconic landmarks like the Great Barrier Reef and Sydney Opera House, Tourism Australia emphasizes authentic, adventurous experiences combined with luxury travel options, leveraging strong digital storytelling to attract both nature lovers and urban explorers globally.
2. Tourism Fiji – Focused on luxury island escapes and authentic Fijian culture, Tourism Fiji differentiates itself by promoting exclusive beachfront resorts, wellness retreats, and immersive cultural experiences, highlighting warm hospitality and pristine natural beauty to target travelers seeking relaxation and adventure in a tropical paradise.
3. Tourism Hawaii – Known for its blend of natural beauty, cultural heritage, and outdoor adventure, Tourism Hawaii positions itself as a family-friendly and eco-conscious destination, leveraging unique Hawaiian traditions, volcanic landscapes, and water sports to attract tourists seeking both relaxation and active exploration.
4. Great Barrier Reef Marine Park Authority – Positioned as a conservation-focused entity promoting sustainable tourism, it markets the Great Barrier Reef as a unique, must-see natural wonder, targeting eco-tourists and divers with an emphasis on preserving marine biodiversity while offering unforgettable underwater experiences.
5. Singapore Tourism Board – Positioned as a cosmopolitan hub blending modern urban attractions with rich multicultural heritage, Singapore Tourism Board highlights convenience, safety, and cutting-edge events, appealing to business travelers and tourists looking for seamless city experiences mixed with culinary and cultural exploration.
Q: What is Play NZ about?
A: Play NZ is a 2020 digital campaign created by TBWA\Sydney for Tourism New Zealand, targeting the Australian market. The campaign reimagines New Zealand as an open world-style gaming experience, allowing users to virtually explore the country’s most iconic attractions in a gamified, interactive format. Developed in response to a surge in online gaming during the COVID-19 pandemic, Play NZ leverages digital media to engage audiences who were spending more time indoors. The campaign positions New Zealand as the ultimate destination to play and discover, blending travel inspiration with the immersive qualities of gaming.
Q: What creative device does Play NZ use?
A: Play NZ employs the Parody or Borrowed Format creative device, as classified by Clapboard’s 12-format taxonomy. The campaign explicitly borrows from the conventions of open-world video games, using familiar gaming tropes, interfaces, and narrative cues to frame New Zealand as a playable map. This approach is designed to resonate with audiences who have increased their gaming activity, particularly during lockdown periods. By emulating a pop culture genre rather than following a traditional storytelling or testimonial route, Play NZ reframes travel as an interactive, game-like adventure.
Q: What is the campaign proposition for Play NZ?
A: The strategic proposition of Play NZ is to position New Zealand as an immersive, engaging destination by presenting it as an open-world playground that can be explored virtually. Tourism New Zealand targets the growing online gaming audience, especially Australians who shifted to digital and gaming platforms during the pandemic. By translating the appeal of video game exploration into travel inspiration, the campaign bridges virtual engagement with real-world aspiration, aiming to foster emotional connection and keep New Zealand top-of-mind as a vibrant destination for future travel.
Q: How does Play NZ rank in Clapboard's archive?
A: Play NZ holds a Clapboard Campaign Score of 73/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the travel and leisure category.
Q: Who are the competitors in Tourism New Zealand's category?
A: In the travel and leisure sector, Tourism New Zealand competes with Tourism Australia, which highlights diverse adventures and luxury experiences across iconic sites; Tourism Fiji, which focuses on luxury island escapes and authentic Fijian culture; Tourism Hawaii, known for its blend of natural beauty, cultural heritage, and family-friendly adventure; the Great Barrier Reef Marine Park Authority, which emphasizes sustainable tourism and marine conservation; and the Singapore Tourism Board, which positions Singapore as a cosmopolitan hub for seamless urban and cultural experiences.
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