To keep New Zealand top of mind in a locked down world, we created a tourism experience that showcased the unique aspects of New Zealand’s people, places and culture. With online gaming spiking and people stuck at home, we needed a way to engage that would give an adventure-starved audience a travel hit and boost desirability to travel to New Zealand.

We decided to market the entire country like a game. PLAY NZ is a rich brand experience that not only showcased the country, it gave people a playful, interactive experience featuring authentic influencers.

The film showcases the game-like world of New Zealand’s travel opportunities. Launched with a live stream on Twitch, gaming influencer Loserfruit led thousands on an hourlong journey through the best bits of New Zealand and featured a “gamer walkthrough” where she “played” the country and interacted live with followers.