Discovery Trails

The country pavilions in the districts needed help with getting more visibility and visitors needed help understanding how to see the pavilions they would be interested in and how to begin that journey. The Discovery Trail booklets were designed to generate more visitations to the country pavilions inside the districts, and help visitors find the things they are interested in. We created clearer experiences to explore the site with categories they understand. The big idea: We capitalized upon the existing passports stamps at each pavilion and gamified it by encouraging visitors to get stamps from up to seventeen pavilions and use the fully stamped booklet to collect a free gift from the Expo 2020 Official Stores. This generated more foot-traffic to the stores where visitors would make additional purchases. The categories: - Discover the world Islands - Taste the world Hot, Sweet, Spicy - Creativity – Heritage meets design - Discover the world Adventure - Innovation Unexpected - Treasure Trove - Let’s Play! Sports, Games, Music Within the concertina booklet we added additional discoveries and questions to further help visitors navigate to experiences of interest. For example, we would ask: - Which pavilion is filled to the brim with art, design and craft – and all for Sale? - Where are the most striking photographs of children enacting fairy-tales? - Where can you try a variety of tantilising teas? The booklets also provided the visitor centres across the site with more helpful material to advise visitors and help them get more from their visit. In turn the visitor centre teams learned more about the districts they were based in and could suggest journey and things to do for visitors.