PRESENTATION OUTLINE
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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?
Tourists move from a
highly structured to
loosely structured visit.
MARKETING STRATEGY
- On-site
- Focus on time
- Multiple languages
Mandarin is top selling language.
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
Languages appear in marketing campaign.
4. CAN WE RELAX OUR VOICE?
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- Radio-style presentation
- In-house audio recording
- Balance between authority and approachability
- Voice testing
5. CAN WE CLOSE THE CIRCLE?
My Visit feature sends summary of their visit.
WHAT IS THE TOURIST JOURNEY?
DID WE SUCCEED?
- Sales up 20% in January
- Longer dwell times
- Positive feedback