Tap into the Tourism New Zealand Minecraft Campaign!
By Tomahawk on
Tourism New Zealand has just dropped a game-changing global campaign ‘100% Pure Play’, bringing the magic of Aotearoa into the pixelated world of Minecraft! This epic collaboration lets millions of players explore New Zealand’s breathtaking landscapes, sparking their imagination (and hopefully their travel plans). It's also been cleverly planned to time with the April release date of the Minecraft movie filmed in New Zealand. View campaign media release.
Despite the gaming nature of the campaign, this is a real opportunity for your tourism business to join the adventure and turn virtual interest into real-world bookings. Ready to press start? Here are five key ways to integrate ‘100% Pure Play’ into your marketing strategy and attract more explorers!
1. Does the Minecraft Player Base Align with Your Target Market?
Before you dive in, ask yourself: Does your ideal customer overlap with the Minecraft community? This game isn’t just for kids - think predominantly Gen Z and Millennials - their audience includes teens, young adults, families, and nostalgic gamers of all ages. If your business caters to young travellers, digital nomads, or families who love interactive experiences, you’re in the right realm!
In terms of the numbers, Tourism New Zealand has shared research conducted with Kantar:
- Of the 155 million travellers seriously considering a visit to New Zealand, up to 70 million people have a connection to Minecraft
- 85% of these people are saying they’re interested in experiencing Aotearoa through the world of Minecraft first.
Demandsage provides a detailed breakdown of key Minecraft user demographics. As of 2025, Minecraft players fall into the following age ranges
- less than 15 years = 20.6%
- 15-21 years = 43%
- 21-30 years = 21%
- 30-65 years = 15%
2. Use the Campaign Visual Assets for Extra Points
Tourism New Zealand has released exclusive, downloadable visual assets to help businesses connect with the campaign. Add them to your website, social media, and marketing materials to create a seamless look and feel. A consistent theme boosts engagement and helps your brand stand out in the digital and real-world tourism marketplace.
To get tourism businesses involved they have provided a partner toolkit available to download from the Tourism New Zealand Visual Assets Library (you will need a login to download). This download is a PDF file providing guidelines on how to use the campaign assets in your own marketing, including links and instructions to further download assets like hero images, a logo lock up, and GIF stickers.
3. Build a ‘Minecraft Package’ for Your World
Why not gamify your offering and create a Minecraft-inspired package? Whether it’s a family-friendly explorer’s deal, a scavenger hunt adventure, or a tour of real-world locations featured in the game, you can tap into the hype and attract fans looking to experience the magic in real life.
4. Use the Official Hashtags to Join the Conversation
Want to level up your visibility? Get social and use the campaign’s official hashtags in your posts. This helps your business get noticed by gamers, travel lovers, and potential adventurers following the campaign. Keep an eye on Tourism New Zealand’s channels for trending conversations and join in the fun!
Recommended tags include:
#NZMinecraftDLC
#NZMinecraft
#MinecraftMovie
5. Update Your Tourism New Zealand Listing & Load a Deal
Don’t let potential bookings fall into the void - make sure your Tourism New Zealand listing is up to date and that your Minecraft-themed deals are loaded on their website. With thousands of people engaging with the campaign and using their Minecraft trip planner, this is your chance to convert curiosity into real-world visitors!
It's 'Game on' to Showcase Your Business!
The ‘100% Pure Play’ campaign is a fresh and creative way to showcase New Zealand’s tourism experiences to a global audience. By integrating it into your marketing strategy, you can ride the wave of enthusiasm surrounding Minecraft while positioning your business as a must-visit destination for inspired travellers. Don’t miss this opportunity to bring the digital world to life and attract new customers to your tourism business - it's game on!
If you need any help from the Tomahawk team to build your Minecraft marketing content and marketing strategy, get in touch!
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