Scottish-based digital marketing specialists, Zudu, will team up with one of the country’s top tourist attractions to improve accessibility for Chinese visitors.
The Dundee Heritage Trust also runs Verdant Works, a jute mill turned social history and textile museum also located in Dundee.
Located next to Dundee’s new V&A Museum, Discovery Point aims to pique the interest not only of Chinese visitors to the UK but also the UK’s large Chinese population.
Zudu has created a digital marketing initiative for the museum, which it hopes will help other Scottish and UK visitor attractions down the line. A key component of the strategy will see a WeChat public platform unique to Discovery point, which can be used to both as a marketing tool and an interactive digital tour guide for Chinese visitors.
The digital tour guide can be accessed through simply scanning a QR code, and will enable visitors to access translated information throughout the exhibition.
Mark Munsie, operations director for Dundee Heritage Trust, commented: “Dundee Heritage Trust and Discovery point attracts major numbers of overseas tourists each year, as well as locals, so we are always looking at ways to enhance the visitor experience.
“WeChat is more than just social media, it’s a way of life for the Chinese people. They expect a simplicity of transaction and the team at Zudu has extensive experience in how to make the visitor experience smooth and user-friendly.”
The platform will also be used in the museum’s hospitality facilities, where users can access a translated menu.
Zudu MD, James Buchan, commented: “The Chinese digital landscape is completely different to that of the UK. More than half the population – up to 900 million people – use WeChat, the most popular social app in the country.
“They don’t use Google, Facebook, Twitter or Instagram, and they don’t switch to these platforms when they visit countries in the West where their use is widespread.”
Buchan added: “They regard WeChat as the ‘app for everything’. It contains functionality such as chat, news, games, video calling, eCommerce, shopping and an electronic payment service. If business people in the UK want to interact with Chinese customers, they will have to do it through WeChat.”
Zudu said it hopes to further improve its relationship with attractions, hotels, restaurants and tour operators across Scotland to help them tap into the Chinese visitor market.