Tourism Tasmania – MP3 Audio Tour
PURPOSE: Tasmania’s Heritage Highway is a busy tourist oathway between two cities. The Tourism board had an objective to get tourists stopping more often in more places along the road.
COMMUNITY: tourists – baby boomers and grey nomads.
BRIEF: create an audio tour that drives tourists into the small town economies that pepper this historic road.
STORY: We used historical fiction, ‘theatre of the mind’ and innovative interaction techniques to create an extraordinary self-guided experience for travelers. This promo film above was used at the launch of the tour to demonstrate what you would be seeing as you listened on your MP3 player.
DELIVERY: MP3 formatting for iTunes-iPod download. CD
RESULTS: A lot of difficulty in convincing this tech-challenged demographic to try a cutting-edge experience.