The Drum Awards Festival - Extended Deadline

-d -h -min -sec

McCann London Advertising Xbox

Visit Xbox ad riffs on tourism campaigns to entice gamer wanderlust


By John McCarthy, Opinion editor

April 25, 2019 | 2 min read

McCann London and Xbox have delivered a gaming ad that stands out from the crowd by subverting tourism board creative. The spot entices viewers not to visit a specific locale, but instead explore the painstakingly crafted worlds featured in top games.

Xbox promotes a new type of travel with ‘Visit Xbox’ – a tourism campaign for game worlds by McCann London

These words, as displayed by the Xbox One X Enhanced, Microsoft's top-of-the-line console, are shown in their splendor during moments of calm before the storm. The scenes, shot by in-game photographers, include abandoned beaches, to lost cities, to the furthest reaches of space. On a digital hub, fans can generate postcards from top gaming destinations.

It is a way of building buzz around the system and its titles, without relying on the action-packed, gun-heavy spots you are probably currently imagining.

“This new type of ‘tourism’ offers people incredible new worlds to explore, from vibrant cities to exotic wildernesses to outer space,” says Laurence Thomson, chief creative officer at McCann UK and co-president at McCann London. “Game worlds are so rich and immersive; this campaign aims to showcase that beauty.”

Michael Flatt, global gaming marcom Lead for Xbox, added: “With ‘Visit Xbox’ we want to inspire everyone to become a gaming tourist and explore breath-taking Xbox One X Enhanced worlds."

Vote for the campaign below in The Drum's Creative Works.

Xbox: Visit Xbox by McCann

By Xbox

Overall Rating 4/5

Vote now
McCann London Advertising Xbox

More from McCann London

View all


Industry insights

View all
Add your own content +