The marketing campaign that caught our eye this week.

 This week, a new Rough Guide was launched. It’s a classic travel guide, full of helpful tips and expert recommendations. The catch? The locations don’t actually exist – not all of them, anyway.

A Rough Guide to Xbox

The Rough Guide to Xbox was launched at this year’s London Olympia’s “Destinations: The Holiday & Travel Show”.Every image, every description, and every recommendation focuses on a location in an Xbox game. You’ll spot sights from Assassin’s Creed, Anthem, Halo 5, Tomb Raider, and more. The shots are taken by specialist in-game photographers, with copy written by Rough Guide.The copy and the photos seem, on the face of it, like any other Rough Guide. And the writers had fun with it:

“What makes Strider Way so special is the way that the waterfalls here seem almost intentionally arranged to decorate this blissfully peaceful corner” – probably our favourite line.

The guide encourages people to stray from their typical gameplay and explore more of the gaming world. It generates interest in the Xbox console and its games. It highlights the console’s quality of imaging and technology. And, most importantly, it makes you want to explore for yourself.

Reality of travel

This isn’t the first time Xbox has pushed the virtual tourism concept.

The travel guide is the latest piece in ‘Visit Xbox’ – a campaign promoting their Xbox One X Enhanced. You’ll find a string of videos, in-game photographs, virtual tours, and interactive streaming experiences.

When augmented reality is a hot topic, the idea of virtual travel is bound to grab attention. Xbox isn’t doing anything especially new – their Xbox One X Enhanced games are updated versions with added effects in 4K and HDR output.

But they’re framing themselves in a different way. They’re not just presenting games to play. They’re offering virtual tourism. They launched the guide at a travel event, cementing themselves in the industry. It means they’re providing a much more immersive digital experience – without changing the product much at all.

Images from Creative Review and Campaign Live.When augmented reality is a hot topic, the idea of virtual travel is bound to grab attention. Xbox isn’t doing anything especially new – their Xbox One X Enhanced games are updated versions with added effects in 4K and HDR output.

But they’re framing themselves in a different way. They’re not just presenting games to play. They’re offering virtual tourism. They launched the guide at a travel event, cementing themselves in the industry. It means they’re providing a much more immersive digital experience – without changing the product much at all.