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ENGLAND’S HISTORIC CITIES<br />
‘THE COLLECTION’<br />
‘The Collection’ is a £1m project from summer 2017<br />
until March 2019. This is a follow-on project to our<br />
augmented reality app and Marketing Cheshire is<br />
again the project manager.<br />
Overview<br />
The Collection represents a journey through<br />
England’s past via 15 of the most historic cities in<br />
regional England.<br />
• This is the first time that England’s Heritage Cities<br />
have been packaged with London and presented<br />
as one product for the international market.<br />
• Aimed at younger travellers from the US who are<br />
into independent exploration, known as ‘cultural<br />
adventurers’.<br />
• Brings fascinating people and momentous events<br />
from the past to life, using augmented reality to<br />
fully immerse visitors in the history and culture<br />
of England. Builds on the original DEF project by<br />
highlighting more of each city and connecting<br />
them literally, thematically, and geographically.<br />
• London is the main gateway but also exploring<br />
Manchester and Birmingham because there are<br />
direct air connections to the US.<br />
• Again focused on rail as main method of travel,<br />
but introducing limited driving options to explore<br />
city hinterlands, and promoting other types of<br />
public transport as a means of getting further into<br />
regional England.<br />
• Sourcing commissionable product in each city and<br />
helping businesses to work with the trade.<br />
The project objectives are, by the end of 2020, to:<br />
• Simplify heritage product in regional England,<br />
making it easier for international visitors to plan<br />
and book a trip.<br />
• Increase the appeal of England’s heritage product<br />
for US pre-nesters under the age of 40.<br />
• Attract 22,500 additional international visitors to<br />
England’s regional heritage destinations.<br />
• Raise the profile of England’s regional heritage<br />
offer, focusing on the US eastern seaboard.<br />
• Support tourism businesses to be more effective<br />
heritage ambassadors and advocates for their<br />
destination.<br />
• Strengthen relationships between heritage<br />
destinations and national heritage organisations,<br />
and between regional heritage destinations<br />
and London.<br />
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