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#tweet responsibly

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• 170,000 per year
• 10 languages
• 260 stops
• Flagship product for foreign visitors

5 QUESTIONS

• Increase take- up
• Regularly updated
• Speak their language
• Relax our voice
• Close the circle

1. CAN WE INCREASE TAKE-UP?

TIME

Tourists move from a
highly structured to
loosely structured visit.

MARKETING STRATEGY

• On-site
• Focus on time
• Multiple languages

Mandarin is top selling language.

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New retail desk.
bit.ly/1oheHiV

2. CAN WE KEEP IT UPDATED?

A HISTORY OF THE WORLD IN 100 OBJECTS

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• Native Android app
• API-based CMS
• Nightly updates
• Improved workflow

3. CAN WE SPEAK OUR VISITORS' LANGUAGE?

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• Localisation manager
• Network of checkers
• Russian, Japanese

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Languages appear in marketing campaign.

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4. CAN WE RELAX OUR VOICE?

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• Radio-style presentation
• In-house audio recording
• Balance between authority and approachability
• Voice testing

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5. CAN WE CLOSE THE CIRCLE?

My Visit feature sends summary of their visit.

ONCE IN A LIFETIME

WHAT IS THE TOURIST JOURNEY?

DID WE SUCCEED?

• Sales up 20% in January
• Longer dwell times
• Positive feedback

NEXT STEP: EVALUATION