該活動基于虛擬旅行和一種新型旅游的理念，旨在展示游戲的美，以及Xbox的美，而不是我們通常認為的玩家的美。 這則廣告旨在突出Xbox One X Enhanced游戲，Xbox稱這些游戲經過升級或專門為“利用世界上最強大的主機”而開發(fā)。該品牌補充道，該活動鼓勵玩家“在賽道之外漫步，欣賞Enhanced游戲提供的壯觀景色”。 “這種新型的‘旅游’為人們提供了令人難以置信的探索新世界的機會，從充滿活力的城市到充滿異域風情的荒野，再到外太空，”麥肯英國公司首席營銷官、麥肯倫敦公司聯(lián)合總裁勞倫斯•湯姆森說。“游戲世界非常豐富和具有沉浸感;這次活動就是為了展示這種美。” 除了一部受旅游局啟發(fā)的電影外，該活動還推出了Visit Xbox網站，該網站顯示游戲中不同地點的攝影師拍攝的照片。
The campaign is built on the idea of virtual travel and a new kind of tourism, looking to demonstrate that there's beauty in gaming and more to Xbox than what we might usually associate with gamers. The ad looks to highlight Xbox One X Enhanced games, which have been updated or built specifically to "take advantage of the world’s most powerful console," says Xbox. The campaign encourages gamers to "wander off-piste and take in the spectacular scenery on offer in Enhanced titles," the brand adds. “This new type of ‘tourism’ offers people incredible new worlds to explore, from vibrant cities to exotic wildernesses to outer space,” says Laurence Thomson, CCO at McCann UK and co-president at McCann London. “Game worlds are so rich and immersive; this campaign aims to showcase that beauty.” As well as a tourist-board inspired film, the campaign has seen the launch of the Visit Xbox site, which displays images shot by in-game photographers of various locations. The site aims to target "gaming tourists" by showcasing the destinations on offer, from paradisal beaches to quaint village sites, giving visitors the opportunity to buy a "trip" thereby purchasing the game. The site also has a postcard generator and holiday-themed bundles. The global campaign will also come to life in the form of a guidebook to gaming worlds, published and written by Rough Guides.
