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In a collaboration that combines gaming with tourism, New Zealand has officially become the first fully playable destination in the Minecraft world. This ambitious initiative was developed in partnership with 11 mana whenua groups, the local tourism industry, Warner Bros, and Mojang Studios, the creators of Minecraft.
The move is not just a novel approach to attracting visitors, it signals New Zealand’s commitment to engaging with the diverse demographics of Minecraft’s expansive player base.
René de Monchy, chief executive of Tourism New Zealand says this campaign is poised to reach a huge audience.
“Tourism New Zealand is focused on growing year-round tourism which includes the off-peak months where there is capacity and the opportunity for sustainable growth.” he says.
With an estimated 70 million Minecraft players from key markets believing in a potential visit to New Zealand, the opportunity for tourism is enormous. “All of the activities featured in the game are well suited to year-round and off-peak seasons,” “For example, stargazing and nature watching are best suited to winter and spring. Māori culture is woven into every experience the game and visitors can immerse themselves in this all year-round.” says Rene
Key performance indicators (KPIs) for the campaign are ambitious, with expectations of generating $50 million in visitor spending and an equivalent advertising value of $50 million through media and social media coverage. The success of the Minecraft collaboration will be assessed over the coming months through the conversion of interest generated in-game into actual bookings. The approach will utilize targeted marketing strategies that align with both gamers and potential tourists who may be unfamiliar with the Minecraft platform.
“We’re also working with trade partners to create Minecraft itineraries that promote off-peak travel to experience the game in real life.” says Rene.
Tourism New Zealand’s strategy aims to target those aged 18-65 who have already expressed a strong desire to visit, thus refining its messaging to appeal to different segments of the Minecraft audience. By showing unique activities, scenery, and rich culture within the game, players are inspired to rethink their next holiday destination.
Rene says “The game and movie launch also fall within New Zealand’s Autumn season and aims to drive bookings year-round.”
