Posted tagged ‘tourism’

Virtual Duality

7 March 2017

Something struck me during this year’s Virtual Reality Working Out Loud Week.

Billed as an event for “anyone who is working with or experimenting with virtual reality, whether that be at home, at school or at work”, this was the second time I had run it. Again I was keen for our peers in L&D and other industries to share what they are doing with this emerging technology.

At the time of writing this blog post, the #vrwolweek hashtag achieved 612,836 impressions on Twitter with an estimated reach of 350,292 accounts. Impressive indeed. Less impressive, however, is the fact that barely a dozen people shared an experience.

And this is what struck me… There is a gulf between those who talk about VR and those using it, and it appears this gulf is widening.

As last year’s 20 real-world examples of virtual┬áreality attests, the technology is being applied by pioneers in various industries. This year unearthed additional examples in healthcare, transport, firefighting, education, special needs, gaming and tourism.

Screenshot of a Virtual Reality experience used to promote surgical gowns.

This year also highlighted folks such as Robert Ibisch, Flemming Funch, Lorraine Minister, M. Lovecraft, Simon Dueckert and Arun Pradhan who are actively experimenting with VR.

Screenshot of a Virtual Reality experience simulating a river canyon.

So that leaves approximately 350,000 people who have nothing to share. Is that because they can’t or because they won’t…? In any case, they didn’t.

As with so many other examples of technology, there is a division between the haves and the have nots. Yet among those who own a smartphone and can afford $20 for an entry-level headset, VR polarises the doers and the do nots.

Porn, weed and fireworks

29 October 2012

Last weekend I was privileged to contribute to the Human Brochure – a world first initiative by Australian Capital Tourism to promote the nation’s capital city, Canberra.

When I told my friends that I was going down to Canberra for the weekend, they invariably asked: “Why..?”

You see, Canberra has a reputation among Australians as being boring. As the home of yawners such as Parliament and the High Court, Canberra is associated with porky politicians and pompous legal types.

Paradoxically, Canberra is also notorious well-known for its sale of X-rated erotica, its decriminalisation of cannabis, and its availability of pyrotechnics. Yep, our very own Amsterdam.

But like most places where people haven’t actually been, its reputation is about 20 years out of date.

And the Human Brochure set out to prove it.

Human Brochure logo

The idea of the Human Brochure was to invite 250 social media-savvy people to Canberra; feed them; shelter them; and cart them around to several major tourist attractions. In return, we were asked to “spread the word online” about “all the great things” we got up to.

I joined the Arts & Culture stream. We were treated to national treasures such as the Australian War Memorial, the National Museum of Australia, the National Film and Sound Archive, the Australian National Botanic Gardens and Canberra Glassworks – not to mention lunch at Two Before Ten, dinner at Mezzalira and z’s at the Diamant Hotel.

That may sound excessive (and yes, we were spoiled out of our minds) but it all boils down to how much you value word-of-mouth marketing. The point of the exercise was for us to share our thoughts, opinions and experiences with our followers on Twitter, Facebook, Pinterest and Instagram.

Sure, Australian Capital Tourism could have pumped the money into yet another traditional advertising campaign, but we all know how they’ve been tracking. Instead, they tapped into the power of personal influence.

Here are a few of my tweets…

I was mindful not to sound like an over zealous salesman. I endeavoured to present only genuine thoughts and share only real experiences. Luckily that was easy to do because I thoroughly enjoyed just about everything!

I did provide some constructive feedback to the National Museum (it conspicuously omits Parramatta, one of Australia’s most important historical places), and I suggested the NFSA play more of its precious footage to visitors (they have since pointed me to their excellent YouTube channel).

But miniscule gripes aside, I expect the Human Brochure will prove to be a roaring success. Not only was the glory of Canberra amplified throughout the social media metasphere, but the initiative itself was the subject of interstate media attention.

Time will tell whether ROI is achieved. My prediction is that other tourism boards will copy the Human Brochure concept, and that will be the ultimate endorsement.

Regardless, I can say hand on heart, I had a wonderful time in Canberra.

Even without the porn, weed and fireworks.