Die andere Seite mit VR im Verkehrshaus weiter und neu entdecken

The information provided by the agency Responsive AG The high-end virtual reality (VR) application "Discover the other side" designed and realised for Ticino Turismo has already been viewed over 32,000 times. Due to its continued success, the special exhibition "NEAT - Gateway to the South" has been integrated into the permanent exhibition and the VR experience will be enriched by two new attractions from Easter 2017.

In March 2016, the Responsive agency celebrated the opening of the special exhibition "NEAT - Gateway to the South" with Ticino Turismo and invited guests at the Swiss Museum of Transport in Lucerne. In the presence of Federal Councillor Doris Leuthard and presenter Christa Rigozzi, one of the first public high-end virtual reality applications "Discover the other side" was presented. People were impressed by the adventurous journey through time and the fantastic views of the various places in Ticino.

After taking a seat in style on the discarded original SBB saloon car seats, visitors first experience the construction of the two Gotthard railway tunnels in VR using impressive 3D animations with a 360° all-round view. After the short journey through time, visitors are then immersed in the wonderful landscapes and well-known highlights of Ticino. The appropriate audio effects and animations emphasise the intense experience.

Study proves: VR works as a marketing tool

The enthusiasm of young and old alike has continued, and the application has already been viewed over 30,000 times at the Swiss Museum of Transport alone and more than 2,000 times at the two mobile stations at events such as the Züri-Fäscht, the opening of the Gotthard Base Tunnel and the Lugano Holiday Day. Last year, the client Ticino Turismo also conducted a study on the use of VR as a marketing tool in collaboration with webatelier.net Lab, the eTourism Lab of the Università della Svizzera italiana (USI).

The study shows that the customised high-end application from Responsive AG evokes positive memories and users feel emotionally engaged. They want to know more about the destination and visit the places they have already seen virtually. The most memorable scenes are those that show unusual perspectives, such as the view of Lake Lugano from a hot-air balloon. The VR application therefore also gives visitors ideas of what they could experience in Ticino in real life. The VR application also triggers positive word-of-mouth advertising for Ticino and for the VR experience. VR as a storytelling tool therefore works perfectly. And last but not least, Ticino is perceived as a trendy destination thanks to the VR experience.

Expanding the success story

Due to its success, the Swiss Museum of Transport has integrated the "NEAT" theme into its permanent exhibition. From Easter 2017, visitors will also be able to immerse themselves in two new worlds.

As you take the cogwheel railway to the top station on Monte Generoso, you will discover the new landmark "Fiore di Pietra" by Ticino star architect Mario Botta. You can also marvel at the new photorealistic 360° panoramic view of Bellinzona from one of the towers of Castel Grande.