Case Study: The Esplanade – Theatres on the Bay boosts visitor engagement with HOL's digital trail

The Esplanade boosts engagement with HOL’s digital trail and 8% membership conversion

The Esplanade – Theatres on the Bay sought to create a more engaging and flexible experience for its large school groups and families with young children. Their challenge was to move beyond fixed-time tours and paper-based materials to provide a fun, self-guided trail that was also sustainable. Vendor HOL proposed a digital trail as the solution.

HOL implemented a self-guided digital trail featuring a storytelling quest with mini-games and augmented reality activities. This solution allowed visitors to explore at their own pace. The results were significant, with an average online dwell time of 10 minutes, an 8% membership conversion rate, and over 1,300 participants, all of which substantially exceeded industry benchmarks.

The Esplanade – Theatres on the Bay