Tour Tural

Background: For the launch of the popular MMO online game Final Fantasy XIV’s new expansion, Dawntrail, we were tasked with increasing brand awareness by incorporating more Western themes to broaden the audience. FFXIV’s fanbase is always hungry for teasers, Easter eggs, and Alternate Reality Game (ARG).

This faux travel concept invited fans to visit the beautiful, magical — mostly safe — newly playable continent of Tural in the Dawntrail expansion. Island vibes, fascinating locals, and activities filled with adventure and mystery, the campaign came to life courtesy of a new Interim Deputy Director of Turalism, Rhys Dharby.