Ireland – Ubisoft's popular Assassin’s Creed adventure video game is being harnessed by Tourism Ireland to introduce its landscapes, Viking history and folklore to a new audience of gamers.
Marking the game's latest expansion pack, Wrath of the Druids, the collaboration allows players to make their way as Eivor, a Viking clan leader, through the country’s ‘otherwordly’ backdrops, immersing themselves in real-life locations such as the Giant’s Causeway, the Hill of Tara, Benbulben and Dublin. The campaign demonstrates how e-Tourism has been rebooted for a new era, in which people are using their imagination to travel while many global borders remain closed.
With popular Twitch influencers also tapped as part of the partnership – each promoting the mythical nature of Ireland to gaming communities across the UK, Germany, France and the Nordics – it’s clear that Tourism Ireland is doubling-down on the gamer demographic, a group that has only grown in size and diversity since the beginning of the pandemic.
Strategic opportunity
With video games being used as escapist pursuits, their fantastical worlds provide the ultimate opportunity for tourism brands to recreate travel experiences and entice a new generation of travellers to explore IRL locations
