Summary

Upgrading and improving the Tour for 3 different audiences by using new media types and focussing on specific needs & wants from the target groups. Creating a new experience with multiple touchpoints to enhance the overall flow.

Key findings in research:

• Offering multiple games that combine the virtual and real world create a more playful experience.
• A visitor can choose a favorite player that will be the guide throughout the Tour.
• Afterwards, all the created content like game statistics during the Tour, photo moments and other memorable data can be re-lived and shared with others.

Selected Service Factors X-Plora:

• Creating (more and better integrated) WOW moments.
• Letting visitors shine.
• Using athletes as role models.
• Sharing content.
• Offering immersion
• Exclusivity.