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.
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