Rough Guides Rough Roads Game is awarded Best Viral Marketing Award at the Travel Marketing Awards

Rough Guides is pleased to announce that its highly addictive Rough Roads game has won the award for Best Viral Communication at The Travel Marketing Awards 2011. The experiential, inspirational game takes users through different global destinations in a VW Camper van, the aim of the game is to steer the van around obstacles and through the destinations without losing the luggage strapped perilously on the roof. You can play the game at http://www.roughroads.co.uk/

Rough Roads was designed and seeded out in association with KOKO Digital, creating a viral game to promote the second edition of Rough Guides bestselling title, Make the Most of Your Time on Earth, as part of a wider brand campaign. The game has been a global success with over 6 million plays since launch in November and also reached the number one spot in the worldwide Advergames chart. The game also included a charity element with Rough Guides donating 10p per unique play to Global Giving, a non-for-profit organisation, which fundraises for hundreds of grassroots projects in developing nations around the world. As a result Rough Guides donated £5,000 to global development projects as 50K players opted in to the donation. The Travel Marketing Awards recognise and reward the best and most innovative work across the sector. Judged by some of the leading lights in the travel, creative and marketing industries. Liz Statham, Marketing and PR Director at Rough Guides said, “We’re thrilled that the game has been such a success and recognised at these awards. It’s the first time that we have created a viral game and it’s nice to see that we have captured the imagination of so many people all over the world”.