Thomas Cook India and SOTC partner with Tourism New Zealand to bring Minecraft's gaming adventure to life

Thomas Cook (India) Limited - India's leading omnichannel travel services company and its Group Company, SOTC Travel, have been selected by Tourism New Zealand to showcase the destination in a fresh, exciting "gaming" format. The joint marketing campaign has been timed perfectly with the launch of the upcoming "A Minecraft Movie", shot in New Zealand (in partnership with Warner Bros. Pictures and Mojang Studios) to create a world-first destination Minecraft DLC (downloadable content), inviting users to 'play' New Zealand in game mode.

With undeniable global appeal and over 300 million copies sold, Minecraft is the best-selling video game of all time. The innovative joint-marketing collaboration with Tourism New Zealand intends to inspire Thomas Cook & SOTC's powerful young India consumer base who actively engage with Minecraft. The campaign creatives offer a teaser of the game, set against vibrant backdrops and experiences in New Zealand, including Waitomo Caves (Waikato), Rotorua (Bay of Plenty), Kapiti Island (Wellington), Abel Tasman (Nelson/Tasman), Tekapo (Mackenzie) and Doubtful Sound (Fiordland).

This unique initiative intends to make young Indians the protagonist of their travel story - inspiring them to recreate their Minecraft experience via a real-life adventure trip to New Zealand. To ensure quick transition from gaming to booking, Thomas Cook India and SOTC have curated a range of exciting and fun Minecraft itineraries, designed around experiences featured in the Minecraft Aotearoa New Zealand DLC - from paddling a waka/canoe in Abel Tasman, visiting glowworm caves in Waitomo, or stargazing in Tekapo, and more. The Thomas Cook & SOTC immersive product portfolio blends adventure with culture, allowing users to engage with New Zealand's Māori heritage and breathtaking vistas while indulging in amazing outdoor exploration. What sets this partnership apart is the seamless transition from the virtual world to real-life travel discovery.

René de Monchy, Tourism New Zealand Chief Executive hopes the initiative will inspire people to convert pixels into plane tickets and come and 'play' New Zealand for real. "This is our chance to invite Indian travellers to play Aotearoa New Zealand and show just how much fun people can have here. We want to give people an immersive taste of what New Zealand has to offer and our marketing collaboration with Thomas Cook and SOTC Travel intends to highlight this," says Mr de Monchy.

Abraham Alapatt, President and Group head - Marketing, Service Quality, Value-added services and Innovation at Thomas Cook India and SOTC Travel said, "We are excited to be selected as travel partners in this exciting collaboration with New Zealand Tourism. India's young, dynamic demographic is engaging with travel in new ways, and leveraging gaming offers a unique opportunity to connect. With the Minecraft DLC set against New Zealand's landscapes, our campaign intends to inspire travel - by converting their digital journey into a realworld adventure and experiencing New Zealand firsthand."

He added, "This collaboration aligns with our vision to offer innovative travel solutions that resonate with India's digital natives, seamlessly moving from pixels to places!"

Shares of Thomas Cook (India) Limited was last trading in BSE at Rs. 133.70 as compared to the previous close of Rs. 133.50. The total number of shares traded during the day was 23286 in over 594 trades.

The stock hit an intraday high of Rs. 137.40 and intraday low of 132.80. The net turnover during the day was Rs. 3120032.00.

Source : Equity Bulls

Keywords

ThomasCookIndia INE332A01027 TravelSupportServices SOTCTravel TourismNewZealand