Google NightWalk

Opinions: 

Travel Tech

Google has experimented quite a bit with different ways how to make the popular Maps feature more interactive and more immersive for consumers. Only recently we have reported about Maps Gallery. However, the latest attempt may have been the most successful so far: Google Night Walks.

NIGHT WALKS WITH GOOGLE

Night Walks is a Street View based feature that takes users on a loosely guided tour about street art in the French city of Marseille. The feature allows users to discover a total of 34 hotspots. A tour guide introduces a range of landmarks, art and scenic views; underpinned by ambient sounds of the city and smooth jazzy music. The hotspots that are placed throughout the tour include a mixture of:

  • Embedded Youtube videos showing how street art was made
  • Picture close ups
  • Photo galleries
  • Panorama views
  • Embedded text content and external links (e.g. Wikipedia, etc)

While it does not allow users to explore the entire city, Night Walk does let you wander off the beaten path and down some alleys to make new discoveries.

Google Nightwalk

Google Night Walks: Embedded Youtube Video

IMMERSIVE PRE TRIP EXPERIENCE

This innovative campaign of Google showcases the potential that real-live images have for marketing destinations. Allowing visitors to explore the destination prior to travelling through real-live imagery is nothing new in the world of digital destination marketing. Myswitzerland.com is a good example of how real live images (e.g. Webcams, StreetView, Panoramas) are integrated into low level content pages, to provide a more authentic and interactive pre-trip experience.

Myswiterland.com

Myswiterland.com use of Google StreetView

However, a feature like Night Walks has the potential to not only create a truly immersive experience for potential visitors. But through the integration of multiple media (i.e. video, pictures, text, audio, further links), it would allow DMOs to make intangible tourism experiences (e.g. ‘exploring’ a city) more tangible. This is in turn a powerful tool for converting customers, by providing them a much clearer idea of what a particular destination has to offer prior to booking a trip.

Discussion

comments powered by Disqus

More from #DTTT

  • Global-Takeaways-feature
    In December we present:
    Key Takeaways from #DTTTGlobal2017

    On November 30 and December 1, 250 top destination marketers from all over the world gathered in a colorful amphitheater in downtown Brussels for DTTT Global Conference. The sixth annual conference focuses on real-work examples, insights, change management, lessons learned, and more. We showcased how destinations can be more effective in digital in a fast-changing […]

  • bavaria
    In November we present:
    Bavaria Tourism: Proceeding from Tradition

    Jens Huwald has been CEO of Bavaria Tourism, the official marketing agency, since January 2012. He was previously responsible for communications at the agency for seven years. Prior to that, he held senior positions in the Marketing Communications, Corporate Communications and Public Relations fields at the Omnicom Agency Group, BSMG Worldwide Germany/Weber Shandwick (Munich) and […]

    #dmo story #brand #campaign #destination #marketing
  • visit-geneva-global-feature
    In November we present:
    Geneva Tourism: Business Intelligence & Data

    In the lead up to #DTTTGlobal on 30th November & 1st December in Brussels, we caught up with Jean-Philippe Favre from Geneva Tourism. He will join us on stage to present some insights on ‘Business Intelligence, Data & Destination Marketing’ and share some of the learnings. Ahead of the event, we caught up with Jean-Philippe Favre […]

    #DMO stories #intelligence #Geneva #big data #business #destination #destination marketing
  • Mural-
    In November we present:
    How MURAL is pioneering Remote Design Thinking

    In the lead up to #DTTTGlobal, we spoke to Mariano Suarez-Battan, CEO of MURAL to learn more about how they are pioneering remote design thinking. As avid users of MURAL ourselves, we champion the use of design thinking methods and templates as part of our Launchpad subscription. We are really pleased to welcome Aaron Richman from […]

    #remote design #mural #workflow #collaboration #design-thinking
  • tourism-Iles-Madeleine-feature
    In November we present:
    Iles de la Madeleine: Applying Design Thinking Principles

    Jason Bent works as a Tourism Cluster Manager in the Iles de la Madeleine, an archipelago located in Eastern Canada. He coordinates collaborative projects that bring added-value benefits to the targeted businesses. His recent initiatives, one of which received the Best Strategy for Creative Tourism Development Award as part of the international Creative Tourism Awards, […]

    #dmo story #collaboration #design-thinking #destination #marketing #partners #storytelling
  • Visit-Jersey-article-feature
    In October we present:
    Visit Jersey: Aligning Audiences with Brands

    We are pleased to welcome Adam Caerlewy-Smith, Head of Marketing and Meryl Le Feuvre, Head of Product at Visit Jersey as speakers to #DTTTGlobal on 30th November & 1st December in Brussels to share their story on ‘Aligning Audiences with Secret Escapes’. Ahead of #DTTTGlobal, we caught up with Adam and Meryl to learn more about the […]

    #dmo story #jersey #partnerships #brand #destination #marketing #product
Show more
×
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge