In the past year gamification has become a growing trend within tourism marketing, as gamified applications, online services and campaigns have been introduced by tourism businesses and destinations alike. Gamification in tourism describes the increasing adoption of game elements and mechanisms (e.g. scoring points, competition with others, rules of play) to enhance existing or even create new tourist experiences. The application of gamified experiences spans across the travel cycle, and has been used successfully from raising awareness, to positioning brands/ destinations and creating experiences. The latest campaign by Geneva Tourism & Convention, which has been launched yesterday (24 April) is a good example of how gamification can be used as a tool, to target specific market segments during the consideration stage.
JET OFF TO GENEVA
The campaign - entitled Jet off to Geneva - is centred around a gaming experience, in which the users has to pump water in the lake of Geneva, by pedalling on a bicycle. The users compete for prizes based on the amount of water pumped. The game is offered by Geneva Tourism & Convention on a micro campaign site, and is supported by a promotional event in London, where potential visitors are invited to try out the ‘bicycle challenge’ in real life.
In addition, Geneva Tourism & Conventions organised the online game as a real life challenge in London, as part of their promotional campaign. The campaign is directed at the UK market, aiming to convert visitors who know Geneva as a destination. In conjunction with the campaign, Geneva Tourism & Convention offers specific deals, to drive conversion.
The use of online games for raising awareness and driving traffic has been practiced successfully by other destinations in the past. One of the most prominent and viral examples was the ‘Holmenkollen Ski Jump’ by visit Norway. The game’s success was largely based on the fact that for an ‘easy’ gaming experience it provided a good tension between challenge, ability and instant feedback.
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer