该活动基于虚拟旅行和一种新型旅游的理念，旨在展示游戏的美，以及Xbox的美，而不是我们通常认为的玩家的美。 这则广告旨在突出Xbox One X Enhanced游戏，Xbox称这些游戏经过升级或专门为“利用世界上最强大的主机”而开发。该品牌补充道，该活动鼓励玩家“在赛道之外漫步，欣赏Enhanced游戏提供的壮观景色”。 “这种新型的‘旅游’为人们提供了令人难以置信的探索新世界的机会，从充满活力的城市到充满异域风情的荒野，再到外太空，”麦肯英国公司首席营销官、麦肯伦敦公司联合总裁劳伦斯•汤姆森说。“游戏世界非常丰富和具有沉浸感;这次活动就是为了展示这种美。” 除了一部受旅游局启发的电影外，该活动还推出了Visit Xbox网站，该网站显示游戏中不同地点的摄影师拍摄的照片。
The campaign is built on the idea of virtual travel and a new kind of tourism, looking to demonstrate that there's beauty in gaming and more to Xbox than what we might usually associate with gamers. The ad looks to highlight Xbox One X Enhanced games, which have been updated or built specifically to "take advantage of the world’s most powerful console," says Xbox. The campaign encourages gamers to "wander off-piste and take in the spectacular scenery on offer in Enhanced titles," the brand adds. “This new type of ‘tourism’ offers people incredible new worlds to explore, from vibrant cities to exotic wildernesses to outer space,” says Laurence Thomson, CCO at McCann UK and co-president at McCann London. “Game worlds are so rich and immersive; this campaign aims to showcase that beauty.” As well as a tourist-board inspired film, the campaign has seen the launch of the Visit Xbox site, which displays images shot by in-game photographers of various locations. The site aims to target "gaming tourists" by showcasing the destinations on offer, from paradisal beaches to quaint village sites, giving visitors the opportunity to buy a "trip" thereby purchasing the game. The site also has a postcard generator and holiday-themed bundles. The global campaign will also come to life in the form of a guidebook to gaming worlds, published and written by Rough Guides.
