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Tivoli - Transforming the Garden's Entire Brand Experience


Turning the 170-year-old pleasure park into a digital pioneer by creating an enthralling, end-to-end omni-channel experience. THE RESULTS - Our 4-year digital transformation project resulted in a 44% increase in turnover in self-service kiosks and a 41% increase in turnover in Tivoli's shop online. THE CHALLENGE - Tivoli needed to innovate its brand experience for the digital age. Tivoli needed an online presence that reflected the Garden's big personality - bringing fun and adventure to millions of people in Denmark for the last 170 years. In order to transform the brand's presence, Tivoli needed a strategic partner to help turn its obsolete platforms and fragmented IT landscape into a cohesive experience. From web, mobile, commerce self-service kiosks, email, direct mail and across the app - Tivoli needed a true omni-channel experience that would transform the brand for the digital age and captivate and inspire visitors to return year after year. THE SOLUTION - A cohesive, start-to-finish experience for a visitor's encounter with Tivoli. The idea was to bring the Tivoli spirit to life by creating a modern fairy tale around a visitor's first visit to Tivoli. This story was told from the visitor's point of view using data and insights across every channel to recognise, acknowledge and personalise the entire experience. A four-year business transformation plan was written, involving Tivoli's IT, business and marketing teams to ensure cohesive integration. With the transformation so far, Tivoli’s visitors are given a consistent brand experience with a clear connection between the physical gardens and digital design, all with the quirky details Tivoli is known for. The transformation will never be complete and the quest continues in the pursuit of giving the visitors personal, present and magical moments in the Gardens. We designed the mobile presence to support the brand experience during the physical visit. When visitors are outside the garden, it lures them in with the week’s programme of events. Once they are inside Tivoli, it displays that day’s programme and a map of the garden, so visitors can easily find their way to the next concert, performance or Rasmus Klump guided tour. The latest instalment is the Tivoli app, which serves both as a digital season ticket and an interactive map to round off visitors’ experience of the gardens. Even the physical self-service kiosks have been built on the same platform as the web and mobile phone (Sitecore) and are part of the same solution across physical and digital channels. The positive experience is extended — before and after the visit — in a comprehensive programme of dialogue and newsletters. Messages are personalised and are differentiated — for example, on the basis of interests provided on the website, season ticket status, and frequency of visits to the gardens.

Genres: People

Categories: Sports and Leisure

Dentsu Creative UK, 5 years ago