By 
For the newest expansion to FFXIV: Dawntrail, Square Enix has set up a new ad campaign, Tour Tural. A website, decorated like the official tourism sites of many countries around the world, showcases the new continent of Tural players will be visiting.
In addition to a video featuring Rhys Darby of Our Flag Means Death and Flight of the Conchords fame as the “Interim Deputy Director of Turalism”, the Tour Tural campaign has gone on to create in-universe comedy advertising about the upcoming adventure to Tural FFXIV players will be able to enjoy when Dawntrail releases.
You can view the FFXIV: Dawntrail Tour Tural promotional video here:
The site features everything from recipes for Tural inspired tacos and drinks, advertising for the scenic locals and various activities present in the new expansion and in-universe advertising for everything from alpaca-petting to novelty postcards.
The site features everything from recipes for Tural inspired tacos and drinks, advertising for the scenic locals and various activities present in the new expansion and in-universe advertising for everything from alpaca-petting to novelty postcards. It even contains links to a Tural chatbot, and selected merch coming soon, including a “Keep Tural Weird” bag.
This is only the latest swing in the Dawntrail pre-release marketing. Earlier this year, Square Enix announced a collaboration with the Gong cha bubble tea chain. In addition a new Final Fantasy Uniqlo collaboration was announced, bringing new t-shirt designs to the international clothing store. The “Board of Turalism” campaign is the next step in Square Enix’s attempts to spread the word and get people even more excited for the new expansion.
Final Fantasy XIV is available on PS4, PS5, Xbox, and PC. The newest expansion, Dawntrail, begins early access on June 28, 2024 and the full release will be on July 5, 2024.
