In 2016, Google revealed that 20% of all queries on mobile were via voice search and by 2020, 50% of search is expected to be driven by voice. The growth of voice continues and in an era of strong content creation and compelling storytelling, it’s a really great way to connect your destination stories with your audience through a new channel.
The Vienna Tourist Board always looks to explore new technology when communicating to visitors, and this year, voice is used to bring Beethoven’s life, stories and music to visitors. Vienna is a cultural hub for museums, sightseeing and music - the City of Music - and was home to the renowned classical composer for more than 35 years. While he was not born In Vienna, it was the backdrop to the majority of his life and career, and the city pays tribute to this in many ways with memorials, exhibitions, walks and preserved apartments in which he lived during his time in Vienna. To celebrate Beethoven’s 250th anniversary in 2020, the Vienna Tourist Board has developed a voice app for Google and Amazon, in partnership with the Vienna Symphonic Orchestra.
“Beethoven’s Vienna” presents anecdotes about his music and relationship to Vienna, giving visitors the chance to meet Beethoven as a person and discover things you never knew about him before. Visitors can choose what they want to learn from three options; about the theatre, a particular composition or about Beethoven’s life. There are a total of 28 stories and 10 musical excerpts recorded by the Wiener Symphoniker. Users who enable ‘Beethoven’s Vienna’, will hear the start of an interactive audiobook on the life and work of Ludwig van Beethoven.
Beethoven’s Vienna was launched at the end of September 2019, and we are excited to hear how it’s gone so far. This year at #DTTTGlobal, we will be discussing the most important industry topics from sustainability and smart destinations, to new technology, data and digitalisation. We will be joined by Andrea Kostner, Future Business & New Technologies lead at The Vienna Tourist Board, who will share some key insights into the development of this project, and the engagement from visitors.
In the meantime, here are our key takeaways 👇
- A unique story
As Beethoven is one of the most unique and renowned musical composers in history, it was important for The Vienna Tourist Board to showcase this in the best way possible. With this in mind, it was decided that this experience would have its own identity and not use the Google Home or Alexa voice. It would create its own voice using professional actors from the region, unique to the destination and the story.
- Exploring new tech
This is a great way to make use of this medium, as it is a really powerful way of connecting such unique music and stories with the visitors of Vienna. While visitors can already explore the many different Beethoven tributes around the city, Beethoven’s Vienna really brings his story to life, adding a new dimension to what we already know.
- Collaborative creation
The 10 musical excerpts were recorded by Vienna Symphonic Orchestra. This was a very important part of creating the full experience, as well as anecdotes and other topics connected to each symphony. This is a great example of collaboration and successful partnership within a destination, bringing together local talent and important destination stories.
More from #DTTT
In June we present:New Normal, Same VisitorsHow can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
In June we present:Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]#domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
In June we present:Why is Design Thinking so important in identifying solutions?
We are in an unprecedented moment in the industry’s history, which must redefine itself. Businesses must pivot, but with a purpose, destinations must demonstrate leadership, value and co-design a new future for tourism. In today’s remote world, amidst the uncertainty, we will enable the industry to develop empathy and co-create impactful outcomes for the benefit […]#solutions #recovery #remote design thinking #DMOs #strategy #tourism
In June we present:Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]#Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
In May we present:What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]#recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
In May we present:Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10
Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]#ecotourism #recovery #COVID-19 #sustainability #industry #tourism