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OxfordExplore Digital Trail – Oxford

The Power of Here

Client: Oxford City Council (HLF Funded)

Date: 2013 - Present

Need: The story of Oxford University is well known, but less so the story of the City of Oxford. Oxford City Council wanted an accessible way for the millions of visitors to the city, as well as locals, to guide themselves through the town.  They particularly wanted to counter the ‘Honeypot Effect’ – visitors to the city tend to go to the famous streets and shops leaving other areas unexplored.

Response: Oxford Explore is a free-to-access, self-guided digital trail integrated with leaflets and new on-street signage and wayfinding throughout the city centre. More than 40 multimedia hotspots make the unknown and unexpected stories of the city accessible on any mobile device in the locations where they actually happened.

Learning: Telling a particular story in a specific relevant location creates a powerful experience for your audiences. We call this location-based approach ‘hyper-local’ storytelling. 

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