The Melbourne Convention + Visitors Bureau (MCVB) is the first Bureau in the world to deliver an Augmented Reality product aimed at the incentive travel market.
MCVB’s first foray into this exciting new technology was in October 2010 through an industry invitation they produced for the renowned AIME Welcome Reception.
MCVB has now taken Augmented Reality (the use of computer-generated graphics, sound effects and animation to blur the line between what is real and what is not) to the next level to use as a tool to provide incentive delegates with a unique taste of Melbourne and Regional Victoria.
When announcing MCVB’s latest world-first Bureau innovation, Chief Executive Officer, Ms Sandra Chipchase, said this cutting edge technology would allow recipients globally to experience a tantalising snapshot of the sights and sounds Melbourne and Regional Victoria have to offer as a premier Incentive destination – all whilst sitting at their computer.
“Corporates will be able to utilise this technology to surprise, inspire and motivate their employees, distributors and clients to achieve incentive travel rewards,” she said.
“Incentive delegates will receive a DL sized postcard with a captivating image of Melbourne on it and will be asked to visit a designated website. When they hold the postcard up to their web camera, the image will be instantly transformed into a 3-D visual effect, whereby Melbourne and Regional Victoria will come to life in an engaging compilation of video vignettes.
“Complete with an animated map of Victoria, incentive delegates will be taken on a journey through the city of Melbourne and on to the spectacular landscapes and coastline of the Great Ocean Road, followed by the magnificent flora and fauna at Phillip Island, through the vineyards of the Yarra Valley to panning for Gold at Sovereign Hill.
“We have no doubt this will excite all potential incentive winners to strive to achieve the trip of a lifetime to Melbourne and Regional Victoria.”
Ms Chipchase said the Augmented Reality application will commence in English and Mandarin with further language versions to be released over the next 12 months.
“Furthermore, if incentive delegates do not have a web camera, a flash-based application will be built to allow for everyone to view the animation,” she said.
“The Augmented Reality application will be fully functional for incentive delegates in March.
“This is yet another example of how Melbourne is the pioneer State when it comes to the latest technologies.”