New Zealand is put on display in ‘the perfect vehicle’ of a video game

Tourism New Zealand is offering explorers holed up at home the opportunity to explore the country through a campaign film that takes the shape of an open world-style video game.

The ‘game’ was revealed in a press conference held on live streaming platform Twitch, inviting the media to watch a walkthrough of Play NZ hosted by gaming influencer Loserfruit.

Play NZ features the voice of actor Julian Dennison and has launched with support from Twitch, Youtube, content creator William Waiirua and influencers from online and gaming communities.

The campaign feeds into the growing need for exploration and adventure felt by people around the world, said Tourism New Zealand’s general manager Andrew Waddel.

“We recognised there was a growing number of people craving new experiences, exploration and most of all a sense of fun and adventure. You wouldn’t think it, but gaming and travel go hand in hand, both are about exploration, wonder and adventure,” he said.

“Play NZ has taken cues from the gaming community, showcasing the breadth and depth of what New Zealand has to offer. Australians are inherent travellers, and Play NZ was created to satisfy their wanderlust, and inspire them to visit New Zealand once borders reopen. We can’t wait to welcome the world when it is safe to do so.”

Inside the Play NZ gameplay

Andy DiLallo, Eleven and TBWA Sydney’s chief creative officer on the project, said the game-style video opened up a new realm of possibilities to put New Zealand on show.

“In a traditional campaign, we would barely be able to scratch the surface of all that a place like New Zealand can offer. Mimicking a game was the perfect vehicle for us to show off the many facets of New Zealand. In an open world gaming format, a new adventure is always just around the corner. This rang true of New Zealand as well, with so much to experience packed into one destination. From its stunning vistas, music, design, and adventure, all the way to the people’s humour, New Zealand has a rich culture we wanted to bring to life for all to enjoy,” he said.

DiLallo is departing TBWA Sydney, with Clemenger BBDO Melbourne’s Evan Roberts to take his place.

An interactive online hub has also been launched in support of Play NZ, allowing visitors to explore the different aspects of the game, including over 18 180 degree digital tours of locations across New Zealand.

Paid, owned, trade and earned media is also amplifying the campaign.


Tourism New Zealand – Australia with:
Creative: TBWA\Sydney
PR: Eleven Sydney
Production Hero Film: AIRBAG
Production Additional Assets: BOLT
Editing: ARC
Design: Goodeye
Director: Uncle Friendly
Kaiārahi Māori / Cultural Guide: Karl Wixon, Director ARAHIA
Media: Mindshare
Technology: Google
Talent: Julian Dennison and Kathleen Belsten (Loserfruit)
Streaming partner: Twitch
Music: Otis Studios
Sound design: Beau Silvester


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