Tourism Ireland tapped game studio Ubisoft to use Assassin's Creed Valhalla's upcoming Wrath of the Druids expansion in its tourism campaign. The unlikely collaboration is showcased in a 38-second promotional video that alternately blends elements of the video game with real shots of Ireland's topography. The video is marketed towards video game fans, and younger consumers as Tourism Ireland looks to entice a new demographic. The campaign will also tap popular video game streamers to increase the brand's reach and engagement.
The game footage is taken from the Wrath of the Druids DLC, released on May 13th, 2021. The expansion to Assassin's Creed Valhalla sees the Viking protagonist sail across the sea to early Ireland. The Wrath of the Druids DLC allows players to visit iconic Irish landmarks like the Giant's Causeway, the Hill of Tara, and Dark Ages Dublin.
Game-Based Tourism Campaigns
Tourism Ireland Used the Wrath of the Druids DLC for its PR Campaign
Trend Themes
1. Game-based Tourism - Partnering with game studios and utilizing popular video games to promote tourism and entice younger consumers.
2. Virtual Tourism - Incorporating virtual reality technology and immersive experiences to offer a taste of travel destinations from home.
3. Influencer Marketing - Collaborating with social media influencers and video game streamers to reach wider audiences and increase engagement.
Industry Implications
1. Tourism - Utilizing digital media and pop culture to promote travel destinations and appeal to younger, tech-savvy consumers.
2. Gaming - Expanding gaming industry opportunities beyond entertainment and into marketing, tourism and virtual reality.
3. Marketing - Incorporating innovative and unconventional marketing strategies like video games and influencer collaborations to increase brand recognition and reach new demographics.