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National Concert Hall brings the stage to the page!
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St David’s Hall is to become the first arts organisation in Wales to bring live performance footage to customers via its more traditional, paper based marketing channels.
Thanks to an exciting collaboration with Cardiff-based designers, Sugar Creative Studio, the National Concert Hall of Wales is now offering moving trailers for theatrical performances to customers via their season brochures and posters directly to mobile phones and devices.
People are well used to picking up printed material such as posters, fliers and brochures to find out about live events. Now the print itself is brought alive as the Hall invites customers to scan their phones over various bits of print with a revolutionary new app called Aurasma.
Aurasma is the world’s first visual browser – a new augmented reality technology that merges the physical world with the virtual. Available as a free app for iPhone 3GS, 4, 4S, iPad2 and high-powered Android devices, Aurasma uses advanced image and pattern recognition to recognize and understand real world images and objects in much the same way as the human brain does. It then seamlessly blends the real world with rich interactive content such as videos and animations called “Auras”.
‘We’re very excited about this new development in the way we communicate with our customers… We’re well used to having performers with big auras at St David’s Hall – now we have the marketing material to match’, General Manager Roger Hopwood says.
‘In the case of St David’s Hall’s current brochures which promotes the Hitchhiker’s Guide to the Galaxy and West End star Ramin on the cover, with just one quick scan with a mobile-phone via the Aurasma app, something truly out of this world happens as the cover comes alive in-front of you, it’s very clever!’
Jason Veal, Technical Director of Sugar Creative Studio, and the brainchild behind this new concept for St David’s Hall said: "We are delighted to be working with St Davids Hall on this innovative project, the first in Wales, over the next 12 months. It’s rare to find a marketing team who is forward thinking and willing to invest in emerging technologies like this as a way of enhancing their printed material.
The medium of print isn't dead by any means, in-fact it’s more alive than ever thanks to new technological developments such as this – giving it a bit of a push to bring it bang up to date!”
Lisa Every, Head of Marketing at the venue insists that the future success of developing new audiences for the arts lies in developments such as this.
“It’s a surprisingly cost effective platform which will help us engage with the digital generation and a brand new audience in a new and unique way. We hope to push the technology further in the near future so that customers can see extracts of comedians, view and listen to orchestras in full flow, enjoy the wonders of live dance or even experience the view from a particular seat in the auditorium before they book.”
“Audiences can now not only read about a show – they can see it too and book directly via the Hall’s new mobile app which also goes live on Friday 25th of May.”
The Aurasma Lite app and the brand new St David’s Hall app are both free to download from the App Store and Android Marketplace or via the St David’s Hall website at www.stdavidshallcardiff.co.uk.
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Wednesday, May 23, 2012 |
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