#hikeTicino

A new strategy for the development of


the trekking itineraries of Canton Ticino, Switzerland.

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A Journey
which began
in 2009

150+

itineraries traced and inserted into data banks

29

premium itineraries

15

integrated touchpoints

the stages

hikeTicino: A project in 4 stages

Valutazione con gli stakeholder, Comprendere l'esperienza, Definizione della strategia, Creare nuovi canali e servizi digitali
ASSESSMENT

Assessment with stakeholders

Through a series of workshops and collaborative design activities it has been possible to evaluate in depth all the channels, products, and services from the perspective of the internal actors involved (ATT, OTR), thus allowing to evaluate the strengths and weaknesses of Ticino's touristic experience.

UNDERSTANDING

Understanding the experience

The numerous research activities undertaken on the territory have allowed for greater understanding on who the tourists that visit Ticino and make use of trekking paths are, what expectations they have, the experience they live before, during, and after their visit, how they inform themselves, and how they utilise tools (digital or otherwise) at their disposal.

STRATEGY

Defining the Strategy

  • Development of existing heritage (no new itinerary)
  • Facilitate the selection of the most appropriate itinerary
  • Anticipate the experience of the tourist and advise him/her when on site.
  • Surprise tourists and residents with innovative content.
ECOSYSTEM

Creation of new channels and services

Planning and realisation of an integrated ecosystem of new services, both digital and physical, dedicated to the visitors.

Multimedia content

Valutazione con gli stakeholder, Comprendere l'esperienza, Definizione della strategia, Creare nuovi canali e servizi digitali

Google View Trekker

Partnership with Google to map the excursion paths and develop their usability.

Epic images

Development of photographic content of highly evocative impact.

Aerial videos

Inspirational videos composed of footage taken with remote-controlled drones.

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15 touchpoints, a unique experience

An ecosystem of 15 touchpoints, physical and digital, has been developed to allow the visitors to fully live the experience offered by the itineraries.

1
Website

Online communication to inform and inspire

A dedicated section of the website www.ticino.ch, with the explicit intent of inspiring the visitor and providing him/her all the information necessary to plan/prepare the excursion in advance.

App

A guide
in your pocket

A dedicated app to discover nearby itineraries and landmarks. The app, which can also be used offline, has been developed to allow the trekker to orient, move, and navigate him/herself through the itineraries with GPS.

Infopoint

Interactive Totem display to choose the ideal and nearest path

Strategically located across the territory, they provide user support in the exploration of the offers available and choice of favourite itinerary. The info-point, through the screen, presents an animated sequence of the local itineraries, the weather forecast of the next few days, and the photos uploaded by users in an inspirational manner.

Others touchpoint

Other tools to inspire and inform the visitors

Support throughout the entire end-to-end cycle of the experience, with different objectives according to the tools being used: advertising displays, paper brochures, interactive totems, railPosters.

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hikeTicino today

Effects

Effects

  • > 19,000 apps downloaded onto iOS and Android since July 2015
  • + 45% page views
  • + 15% average time spent on "itineraries" pages
  • - 23% website bounce rate
Benefits

Project concept benefits

  • People are inspired and guided during their experience
  • Improved system organisation and efficiency
  • Benefits for local players in terms of visibility and financial returns
Awards

Awards 2015/2016

  • 3rd place in “Enter2016” (International Federation for IT and Travel & Tourism) in the Innovative Destination Award category
  • Finalist in “SDN - Service Design Network” - New York
  • Media & Digital Media
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