Tourism New Zealand: Play NZ

Objective

During COVID-19 border closures in 2020, Tourism New Zealand needed to maintain engagement with Australian travelers while physical travel remained impossible. The campaign targeted Australian millennials (ages 25–39) who value novel experiences, aiming to keep the country top-of-mind and increase consideration for future travel once restrictions lifted.

Solution

Tourism New Zealand repositioned the entire nation as an open-world gaming experience playable on Twitch and YouTube. Gaming influencer Loserfruit hosted a livestream launch that guided players through New Zealand's iconic destinations using a 'gamer walkthrough' format—blending interactive entertainment with destination storytelling. The experience let audiences explore attractions in an immersive, game-like environment, effectively turning the country itself into a playable destination.

Results

The campaign achieved 20% higher click-through rates compared to ANZ travel industry benchmarks and received multiple awards at the B&T Awards during COVID-19 lockdowns.