Scheduled to be released in the US on April 4, 2025, the highly anticipated film “A Minecraft Movie” is accompanied by a series of promotional campaign efforts. McDonald’s has included pixelated toys within its meals, while Doritos launched two limited-edition, game-inspired flavors alongside a digital on-pack promotion. Other brands have also engaged in similar promotional campaigns to build excitement for the upcoming movie.
Tourism New Zealand’s way of celebrating the film’s release enables fans the unique opportunity to virtually explore the country’s breathtaking landscapes. Developed in partnership with Warner Bros. Pictures and Mojang Studios, the newly created Minecraft world is designed to allow users to experience the destination digitally and plan their trip IRL.
The Aotearoa New Zealand DLC is free to download on Minecraft Marketplace, allowing gamers, fans, and tourists to roam free through six beautiful landscapes of the country: Wander through the stunning caves of Waitomo Caves, enjoy the unique geography of Te Puia | New Zealand Māori Arts and Crafts Institute in Rotorua, admire rare and endangered bird species living on the Kāpiti Island, explore the Abel Tasman via hiking or kayaking, take in the spectacular views offered by Lake Tekapō / Takapo, and cruise into the Patea / Doubtful Sound.
“The project creatively combines technology, gaming, culture, New Zealand’s otherworldly places, Māori culture, and people to present New Zealand to the vast Minecraft universe in an innovative way. This is something you haven’t seen from Tourism New Zealand before,” explains Tourism New Zealand Chief Executive René de Monchy.
“Tourism New Zealand will promote the collaboration in off-shore markets through travel agents and activations for consumers bespoke to each market. Specific Minecraft itineraries have been developed to help travel sellers sell holidays that allow visitors to experience the locations in person. In market activations will launch alongside A Minecraft Movie in April to harness the buzz created by the movie. We’ll be sharing more as the activations go live.”
The Minecraft map is an open invitation to players around the world — not just Minecraft fans — to download the game and start exploring New Zealand — the main location where “A Minecraft Movie” was filmed. With unique activities promoting positive traveler behavior, the game offers tourists a fun opportunity to learn how to travel around NZ with care and respect.
Part of the 100% Pure New Zealand initiative, the Aotearoa New Zealand map encourages users to play the game before visiting in real life. The campaign was brought to life with the help of Piki Studios — an official Minecraft Partner and award-winning Māori game design studio — to build the DLC. To accurately represent the Māori culture, Tourism New Zealand collaborated with the wider tourism industry and local Māori communities, creating a virtual adventure that is not only fun but also culturally meaningful.
CREDITS
Brand: Tourism New Zealand // Mojang Studios // Warner Bros. Pictures
Developer: Piki Studios
