Tourist destination

Whilst developing the marketing strategy for one of London's major tourist attractions we reviewed the experience of its visitors and other key stakeholders.

The study involved mystery visitor role playing, visual and sensory audits, marketing material reviews, journey mapping, interviews with suppliers and staff, and extensive data analysis.

Our findings highlighted a less than fully visitor centric approach. This was characterised with poor attitudes to customer service, low marketing creativity, weak 'product' interpretation and presentation, and bottlenecks reflected in the need for visitors to spend long periods in queues.

We developed a comprehensive strategy for the improving the visitor experience. The challenge was to ensure that visits were a rewarding experience at all points. The heart of the strategy was that the visitor experience should be characterised by clear, credible, propositions based on key values of history, permanence, authenticity, royalty, and conservation reflected consistently across all aspects of physical manifestations - including presentation, communications, brochures & guides, staff service and signage. We also addressed issues from retail and catering facilities, to parking to visitor flow management. And we emphasised the need for appropriate development in terms of organisational structure, staff and expertise.

As a result the client developed a much more visitor centric approach and a more strategic attitude to its tour operators.

The organisation has gone from strength to strength and is today is one of the country's leading attractions.

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