Flight Centre, Tourism New Zealand use Minecraft to boost visitation via Pinterest

Published on: 13th November 2025 at 11:19 AM

Edited by Staff Writers

Tourism New Zealand launched a Minecraft itinerary, DLC, and travel advisor incentive earlier this year.

Flight Centre and Tourism New Zealand tapping into A Minecraft Movie, in a collaboration with Pinterest, has inspired new audiences to visit the destination.

Leveraging the “Player One” trend from Pinterest Predicts 2025, Flight Centre was able to identify trending travel themes and consumer behaviours, and worked with Pinterest to develop a gaming-inspired creative to engage audiences in a fun, interactive way.

The campaign saw a 43 per cent higher unique reach than standard targeting, with a 2x higher conversation rate and claiming the No.1 share of voice among Australian travel brands.

Pinterest built a custom Minecraft persona and showed up where players already gather, Pinterest’s vibrant Minecraft community. Every asset, from Premiere Spotlight to standard video and image ads, carried a distinctive, block‑style, adventure‑ready look that made New Zealand feel like a natural extension of the Minecraft universe, positioning it as the ultimate real‑world level to unlock.

“Pinterest’s Player One trend unlocked new audiences we had not considered or reached before,” Flight Centre Australia Marketing leader, Rachael Green, said. “The Minecraft-themed creative drove strong engagement, moving inspired gamers and travel intenders from simply dreaming about New Zealand to planning and booking.”

Even better? People who saw both the awareness Spotlight and lower-funnel campaigns converted at twice the rate of typical campaigns. The multi-touch approach didn’t just reach new people, it helped move them to action.