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.
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.
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.
Discussioncomments powered by Disqus
More from #DTTT
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
In May we present:Meet…the digital team of VisitOSLO
This year’s #DTTTCampus is just over a month away and we’re getting excited to mingle with the industry’s best DMO experts in Oslo. As our host city, we wanted to catch up with VisitOSLO’s digital team; Widar Pastoor, Creative Project Manager and Kjersti Stensrud, Editor and Content Manager.#oslo #dtttcampus ##VisitOslo #AR #augmented reality #technology