A typical tourist information centre usually welcomes visitors with a non-descript room, some photos on the wall, an outdated map, a rack of randomly organized pamphlets, a take-away guide listing some local businesses and a small staff on-hand to answer questions. This arrangement certainly provides basic information and can be helpful for visitors who already have questions, but it does little to get them excited about new adventures that may be available. It is not very effective at selling them on any unique experiences awaiting them when they visit local sites.
作为一个典型的旅游信息中心，通常会为来访者提供一个非描述性的房间，像墙上挂着一些照片、过时的地图、随机组织的小册子，又或者是一份列出一些当地企业的指南，以及一小部分现场工作人员来回答的问题。这种部署虽然提供了基本信息，对已经有问题的访问者会有所帮助，但是，对于让他们在旅程的体验和情绪价值上的催化却并没有什么帮助，即使在他们访问当地网站时，他们在任何独特体验的方面都不是特别满意。
Recently, in the case of a tourism centre for the Montérégie region of Quebec, officials realized this approach from the past was doing a particular disservice to the area. So, they decided to enhance the user experience, in part through the deployment of digital signage.
最近，在魁北克蒙特雷吉地区旅游中心，政府意识到过去的设施建立对该地区造成了严重损失，因此，他们决定通过部署数字标牌来提升用户的价值体验。
A vision for visitors
对游客的愿景
Located south of the island of Montreal, midway between Ottawa and Quebec City, Montérégie is a vast expanse named for the hills that define it. A range of mountains, valleys, rivers and lakes offer picturesque views and a unique blend of culture, agriculture and heritage.
Montérégie位于蒙特利尔岛的南部，在渥太华和魁北克市之间，以丘陵命名，拥有广阔的旷野。一系列的山脉、山谷、河流和湖泊为它提供了如诗如画的景色，将文化、农业和遗产的独特相融合。
While in the region, visitors can stop by museums, historic sites, shops, restaurants, festivals and other events throughout the year. Rich soil has also made it an ideal location for many orchards and vineyards, so in-season tourism opportunities include visitors picking their own fruit and winemakers offering samples of their wares.
在该地区，博物馆、历史遗迹、商店、餐馆、音乐节和其他活动全年开放。丰富的土壤也使它成为许多果园和葡萄园的理想种植地，因此，这个旅游胜地为游客提供采摘水果和各种酿酒商品样品等众多乐趣。
Montérégie Tourism—one of 20 regional tourism associations across the province—oversees efforts to promote these various activities to visitors. The non-profit organization co-ordinates publicity and commercial activities. The association’s members are all local businesses.
蒙特雷吉旅游中心是全省20个地区旅游协会之一，一个非营利组织，专门负责协调宣传和商业活动，向参观者推广活动，协会的成员都是当地企业。
After it was established in 1978, Montérégie Tourism established several small, plain offices to make information available to tourists at various points throughout the region. In 2006, its board of directors felt it was time for the association to do more. Rather than simply inform, they wanted to entertain, entice and excite visitors about the region.
蒙特雷吉旅游中心于1978年成立后，还建立了几个小的办事处，为整个地区来自各地的游客提供信息。2006年，董事会认为，协会需要做更多工作，来发挥机构的本质作用，他们不是简单地告知信息，而是想招待、引诱和激发参观者对该旅游胜地的热情与参与。
So, they came up with a vision for a tourism centre that would deliver a unique experience, such that visitors who entered would want to fit in as much as they could into their trips—and then make plans to return to do more. To achieve this aim, the facility would need to create a ‘wow’ factor.
因此，他们提出了一个旅游中心的愿景，将提供一种独特的体验，使进入的游客尽可能地爱上他们的旅行，然后重新制定计划。为了实现这一目标，旅游中心将打造一系列新的设施，包括标识导视系统与各种互动技术等。
Building a gateway
建立一个网关
There was no obvious precedent for what Montérégie Tourism was proposing, however, so it faced a significant challenge. There was no template to follow and no proven ideas to adapt for local implementation.
然而，在新的项目开展之前，Montérégie旅游中心提出的建议并没有明显的先例，没有可遵循的模板，也没有可以证明适合本地实施的任何方案，这个项目面临着阻碍重重。
“It was definitely a ‘Blue Ocean Strategy,’” says Eric Fournier, the association’s general manager, referring to the 2005 business book about entering an unexplored market. “We wanted to give visitors the feeling they’re actually out in the region while they’re still in the visitor centre and appeal to their emotions, rather than just their minds. We felt video would be a very important part of creating that excitement.”
该协会的总经理Eric Fournier说：“我们希望通过视频能为参观者带来一场梦幻的体验，让他们感觉已经到了该地区，但事实上他们仍然在访客中心，不仅能调动他们的情绪，还能引导他们的思维。我们认为，视频将是创造这种兴奋一个非常重要的部分。”
The opportunity to develop this new concept came with the establishment of a new shopping complex in Brossard, across the river from Montreal, which incorporated boutiques, large stores, restaurants, hotels and other businesses. Located near a highway and the bridge connecting to Montreal, it was seen as an ideal location to introduce a ‘gateway’ for tourists who wanted to explore areas in the region outside the major cities.
为了开发这一新概念，他们在Brossard建立了一个新的购物中心，该中心与蒙特利尔市相望，其中包括精品店、大型商店、餐馆、酒店和其他业务。他们发现，位于高速公路和连接到蒙特利尔的桥梁附近被视为一个理想的位置，可以为城市以外地区的游客引入门户。
Montérégie Tourism first secured a high-visibility spot within this ‘power centre,’ then tackled the task of designing its new venue.
由于蒙特雷吉旅游业在这里拥有一个很高的知名度，他们首先解决了新场地的问题。
“We hired an architectural firm and explained what we wanted to do,” says Fournier. “The building had to be eye-catching on the outside, to draw the attention of drivers on the highway with the promise they would experience something unique and special if they came inside. And once there, the images and atmosphere had to transport them into the region immediately and keep them there throughout their visit.”
Fournier说：“我们聘请了一家建筑公司，并向他们描述了我们想要做的事情。建筑必须在外观赏引人注目，才能吸引高速公路司机的注意，并且让他们感觉到，如果他们进来这里，能体验到独特的东西，就像室内的图像和营造的氛围能立即将他们的感官和心灵带到旅游胜地一样。”
Fournier adds consumers are used to seeing video everywhere they go today, whether on tablet computers, smart phones, notebook or desktop screens or digital signs in stores, hotels and other environments. This expectation was another reason Montérégie Tourism wanted to incorporate video into the design scheme, as it would be a good way to capture and keep visitors’ attention.
Fournier补充说：“无论是在平板电脑、智能手机、笔记本电脑还是台式机屏幕，又或是商店、酒店和其他环境中的数字标牌，消费者都习惯于各种视频方式来获取信息。这种现代方式也是Montérégie旅游公司希望将视频融入设计方案的主要原因，因为这将是抓住并保持游客注意力最好的方法。”
“Video is a big part of creating a modern atmosphere,” he says.
视频是创造营销氛围最重要的组成部分。
The interior space was divided into eight unique zones, each focusing on a different aspect of the region, such as cycling and wine tasting. The traffic flow was designed to carry visitors from each zone to the next, without a sense of conflict between them. A boutique was added, allowing customers to purchase wine, cider and other products, along with gift certificates specific to the region.
内部空间被划分为八个独特区域，每个区域都表现出了地区的不同特点，交通流被设计成一条通道，将来自每个区域的访客带到下一个区域。此外，在这里他们还增加了一家精品店，允许顾客购买葡萄酒、苹果酒和其他产品，以及该地区特有的礼品。
“It feels more like an attraction at a theme park than a visitor centre,” says Fournier.
Fournier说：“我们打造出来的感觉像是一个主题公园，而不是一个游客中心。”
Integrating digital signage
整合数字标牌
Rather than simply play conventional videos, Montérégie Tourism worked with Arsenal Media, a Montreal-based developer of customized digital out-of-home (DOOH) content, projects and networks. In fact, the architectural firm worked with Arsenal’s video producers and Genesis Integration’s multimedia network installers from the beginning of the design process.
MontérégieTourism在定制数字户外（DOOH）标牌的内容项目上和蒙特利尔开发商Arsenal Media合作，这些数字标牌不是简单地播放传统视频。事实上，这家建筑公司从设计过程开始就与阿森纳的视频制作人和Genesis Integration的多媒体网络安装人员一起工作。
That proved to be an important decision. Typically, the design process for this type of building begins with the architects’ concepts receiving approval before the audiovisual (AV) integrators and other partners determine how to fit video hardware and software into the structure.
后来，这被证明是一个重要的决定。通常，这类建筑的设计过程，在视听（AV）集成商和其他合作伙伴对如何将硬件和软件安装到结构中之前，先要得到建筑师的批准。
“This way, we were able to produce video to whichever parameters worked within the environment,” says Denys Lavigne, president of Arsenal. “We took into consideration every step as to how the content would be viewed. Given how central the video was going to be, it made sense to involve Genesis and ourselves early, as together we were able to make recommendations for screen placements, including heights and angles, to make sure they were integrated into the surroundings, rather than looking like an add-on. It made a huge difference.”
阿森纳总裁Denys Lavigne说：“通过这种方式，我们能够制作视频，以适应环境中的任何参数。我们考虑了如何查看内容的每一步，考虑到视频的中心位置。将Genesis和我们自己早点介入是有道理的，因为我们可以一起为屏幕位置（包括高度和角度）提供建议，以确保它们与周围环境融为一体，而不是像一个附加组件。”
A total of 23 screens were specified for installation throughout the visitor centre. They ranged from 0.6-m (23-in.) screens for interactive information kiosks to 1.3-m (52-in.) high-definition (HD) displays for each of the eight zones. Genesis sourced commercial displays with a three-year warranty, whereas consumer screens typically offer only a one-year warranty.
在整个游客中心，一共安装了23个屏幕，包括交互式信息亭的0.6米（23英寸）屏幕到8个区域中的每一个1.3米（52英寸）高清晰度（HD）显示器。其中，Genesis采购的商用显示器具有三年保修，而消费类显示器通常只提供一年保修期限。
“We chose displays on the basis of the quality of their visuals and their reliability, given how heavily these screens will be used,” says Marc Lacroix, assistant director of Genesis. “Montérégie Tourism only gets one chance to make a good impression on most of this centre’s visitors, so it’s critical that everything operates the way it should. The support we get from the manufacturer is outstanding. We have equipment that’s been in the field for more than 10 years and is still working.”
Genesis的副主任Marc Lacroix说：“我们选择的显示器是基于视觉质量的可靠性，考虑到了这些屏幕的使用量有多大的。Montérégie旅游中心只有一次机会给这个中心的大部分游客留下好印象，所以所有事情都的运作都至关重要。幸运的是，我们从制造商处获得的了很大的支持，拥有超过10年的现场设备在运作。”
Genesis installed the screens after general construction had been completed. Then, Arsenal began loading content. Among the videos the company developed are a capsule history of the region, a showcase of various local products (e.g. wines) and both short and long promotions for specific sites and businesses.
Genesis在完成施工后安装了屏幕，然后开始加载内容。开发的内容包括该地区的历史，各种本地产品（如葡萄酒）的展示，以及针对特定地点和企业的形象推广。
A built-in scheduler allows the tourism association to adjust its programming as needed. Seasonal videos, for example, are added and deleted easily, while content timing can be changed to match traffic flow conditions.
内置的调度程序允许旅游中心根据他们的需求调整其编程。例如，季节性视频很容易被添加和删除，而内容与时间可以随时改变以匹配流量状况。
Each zone features an interactive information kiosk. Using a touch screen, visitors can select an area of interest, then ‘drill down’ to obtain more detailed information about different places and activities. In the history zone, for example,they can find out about the battlefields of the past, museums and other related sites.
每个区域都有一个交互式信息亭，使用触摸屏，访问者可以选择感兴趣的区域，然后深入获取有关不同地点和活动的更多详细信息。例如，在一些历史古迹的地方，他们可以了解过去的战场、博物馆和其他相关地点，并通过视频来模拟感受当时的氛围。
“Having the touch-screen kiosks makes finding information very convenient for many of our visitors,” he says. “They will come in and head right for one.”
的确，拥有触摸屏信息亭使许多访问者能够很方便地查找信息。”
Setting a new standard
建立新的制度
The work was completed in February 2011. The following two months were dedicated to staff training and preparations for the new visitor centre’s launch in May.
该项目于年底完成，接下来的两个月专门用于员工培训，并为来年5月份新游客中心的推出做好准备。
“We had many dignitaries here for the grand opening, including the provincial minister of tourism, Nicole Ménard, as well as the mayors of the various towns in the region,” says Fournier. “They were all impressed by how well the venue showed off Montérégie. They really enjoyed wandering from zone to zone and seeing how we brought each to life.”
Fournier说：“我们在这里举行了隆重的开幕式，省旅游部部长Nicole Ménard，以及该地区各镇的市长都来参与，新设施的呈现让他们印象深刻，他们非常喜欢这种从一个区域到另一个区域漫游，是如何将每个人都带入感官世界的。”
In addition, tourism groups from other provinces and from France have visited in recent months to see what the association has accomplished.
近几个月来，来自其他省份和法国的旅游团队来访问了该旅游局，体验新的旅游中心。
“When we started, there was nothing like this,” says Fournier. “Now, we have become the new standard of what’s possible. This is very exciting and rewarding for us.”
Fournier说：“我们成功地创造了过去不可能的事情，并且我们已经成为了新的标准这对我们来说是非常令人兴奋和有益的。”
At press time, the centre was welcoming a few thousand visitors each month. After the power centre’s construction is completed, however, Fournier expects the numbers to rise, for a total of 100,000 visitors per year. The construction is slated to finish before 2013.
然而，在电力中心建设完成后，Fournier预计人流量将上升，每年总共将有10万人次。
The completion of the building itself is not the only reason for his optimism. Future plans call for the addition of 15 more digital signs in high-traffic areas of the power centre, including a hotel. These screens are expected to help direct more attention to the visitor centre.
建筑本身的完成并不是发挥作用的唯一原因，未来计划要求在电力中心的高流量区域增加15个数字标牌，预计这些屏幕将有助于更多关注游客中心的动态事件。
As Fournier explains, however, the use of digital signage ultimately complements the other standard requirements of a tourism information centre.
正如Fournier所解释的那样，数字标牌的使用最终补充了旅游信息中心的其他标准和要求。
“Not everyone is comfortable using the kiosks yet, so we also have staff on hand to help walk them through the information,” he says. “No matter how technologically sophisticated we get, we never want to lose the human touch.”
Fournier：“不是每个人都能轻松使用自助服务终端，所以，我们也有人员随时帮助他们浏览信息，无论我们涉及的技术有多么复杂，我们都不想失去人情味。”
