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Case Study
How do you use the
internet to reach your
reaI and virtuaI visitors
from Asia: the Japanese
and Chinese experiences
of Chteau de VersaiIIes
SPEAKER
Pierre-Yves Lochon
CHAIR Jennifer Francis
NEW MEDI A
AND THE ASI AN
MARKET
organised by
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How do you use the internet to reach your reaI and virtuaI
Visitors from Asia : the Japanese and Chinese experiences
of Chteau de VersaiIIes
COMMUNICATINGTHEMUSEUM
VENICE (ITALIA)
25-28 JUNE 2008
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In May and June 2008, Chteau de VersaiIIes
Iaunched :
- a podcast service in Japanese
- a website dedicated to Marie-Antoinette in
Mandarin
2 new tooIs dedicated to reach japanese and chinese
growing audience.
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4 objectives
3 means of action
2 projects
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4 objectives :
To expand the reach of the Great Versailles
To develop the Versailles brand
To increase the nb of virtual visitors
To increase the nb of real visitors
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These 2 new tooIs are part and wiII expand the
reach of :
The Great Versailles
& the Digital Great Versailles projects
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The Great VersaiIIes project for
a 21st Century Renaissance
400 Million C to be invested in the next 10 years
renovation of the buiIdings themseIves (externaI)
renovation of historicaI rooms
renovation and transformation of the gardens
renovation of key pieces of art
compIete transformation of the reception of the pubIic and visits's processes, pubIic spaces
new system of security (Fire & peopIe)
After the "Grand Louvre" (which was Iaunched in the 80s), the French President
has officiaIIy approved -in dec 2004- the Iaunch of the next major cuIturaI
investment of the country : "Le grand VersaiIIes"
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The DigitaI Great VersaiIIes
project : the museum of the future
The Digital Versailles is the technological chapter of the Grand
Versailles project which has been launched in 2005
It consists in :
9 offering a multimedia & interactive visit of the Palace and Gardens
of today and of the future, after the 15 years of restauration
9 creating and developing innovative and creative new tools :
9 wifi distribution,
9 podcasting,
9 3D and virtual reality visits
9 new website .
9 sharing the best practices and building up a research program around
the Museum of the future
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Grand Versailles Numrique online : www.gvn.chateauversailles.fr/
On-line access to the virtual museum : 3D programs and interactivity
3D VirtuaI visit
And 3D discovery of a coupIe
of major piece of art, incIuding
videos.
The DigitaI Great VersaiIIes
project : the museum of the future
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HD, robot and remor controI visit
In September 2007, Chteau de Versailles
offered the first visit of a museum with
a HD camera installed on a robot
driven par the web users.
Over 1 000 web users tried the service
The DigitaI Great VersaiIIes
project : the museum of the future
In May and June 2008, Chteau de Versailles
offered a second interactive visit with
2 webcameras installed in the Church and
on the roof of the Palace.
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wireIess devices IikeIy to faciIitate the visit
PDA proposed at
VersaiIIes for
visiting the
gardens
iPod and
Podcasting
service offered
for the visitors
The DigitaI Great VersaiIIes
project : the museum of the future
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These 2 new tooIs wiII deveIop the brand of
VersaiIIes in the 2 major Asian markets
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VERSAILLES TODAY
One of the most visited monument in the worId :
4.7 miIIions visitors / year for the PaIace & Museum
(>55% from abroad)
Over 7 miIIions visitors / year for the gardens
One of the Iargest cuIturaI estate in the worId : 80 hectars ; 20
km of road; 200 000 trees, .
VERSAILLES and the Asian audience
One of the most known western cuIturaI monument in Asia,
especiaIIy in China and Japan
The VersaiIIes brand in Asia
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These 2 new tooIs wiII increase the number of
Asian reaI visitors / customers
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More Asian reaI visitors
VERSAILLES ASIAN VISITORS TODAY
Asian Visitors : 10.9% of the totaI visitors in 2006
(19% of the foreign visitors)
Chinese and Japanese visitors : 15% of the audioguide
distribution in 2007 (vs 7% in 2005)
Chinese and Japanese visitors : 33% of the group visits in 2007
With a strong potentiaI
In 2007, 700 000 Japanese tourists and 700 000 Chinese tourists
in France (50% of Asian visitors and 1.7% of totaI foreign
visitors)
+ 100 000 more chinese tourists each year
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These 2 new tooIs wiII increase the number of
Asian virtuaI visitors
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More Asian virtuaI visitors
VERSAILLES.FR TODAY
Over 3 miIIions unique visitors
VERSAILLES.FR and the Asian audience
15% percent web visitors from Asia (AIexa, 17 june 2008)
14.1% from Japan (vs 7.2% from USA, vs 2.5% for Tate OnIine and 8,3%
for Moma)
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VersaiIIes in the reaI and virtuaI
worId
Origin of visitors of VersaiIIes
ReaI OnIine
France 41.6% 42.9%
USA 9.5% 7.2%
Europe 21.1% 15%
Japan 5.4% 14.1%
China 3.1% 1%
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3 means of action :
using new technologies (web, mobile and
podcasting)
offering rich content
building partnerships
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Using new technoIogies
HIGH USAGE OF NEW TECHNOLOGIES BY ASIAN
CONSUMERS
Asia :
529,7 millions web users (37,6% of the world users)
Chinese and japanese language = 327 million web users (vs 427 for
english language)
600 million web mobile users (yahoo)
1.45 billion mobile phone users (44% of the world)
China / HK / Taiwan :
230 million web users (16.34 of the world, vs 215 millions in USA)
550 million mobile phone users (37.8% of the world)
Japan :
87.5 million web users (6.21% of the world)
105 million mobile phone users (3.18% of the world)
Sources : Internet World Stats, ITU (June 2008)
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Offering rich content
HIGH MOBILE / WEB CONTENT USAGE OF ASIAN
CONSUMERS
China / HK / Taiwan :
Major brodband web market with over 100 million subscribers
households (vs 90 millions in USA)
Major video web market with over 120 million users
Japan :
One of the first mobile tv market
One of the first MP3 / mobile music market
RICH CONTENT (AUDIO & VIDEO) IS KEY TO REACH THIS
POPULATION
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BuiIding partnerships
COMPLEXITY OF THESE MARKETS
Language
CuIturaI habits
TechnoIogy environment
Competitive media / web / mobiIe markets
NECESSITY OF STRONG PARTNERSHIPS WITH MEDIA / WEB
OPERATORS OR CULTURAL SPECIALIST.
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2 projects :
- a podcast service in Japanese
- a website dedicated to Marie-Antoinette
in Mandarin
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VersaiIIes podcast service in
Japanese
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VersaiIIes podcast service in
Japanese
Audio content
Video content
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Objectives of the project
Increase brand awareness in Japan
Increase nb of virtuaI visitors
Already 12 to 15% of the website (which offers a Japanese version)
Improve the virtual experiences by offering new rich content
Increase nb of reaI visitors
Already 5 to 7% of visitors (240 000 per year)
Improve the reaI visit by offering mobiIe content
Audio and video sequences for iPod, mobile phone and MP3 Player
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Partners of the project
Our focus : the quaIity of the audience, mainIy the traveIIer and
cuIturaI addict
Our Japanese partner : Maison des Muses de France (MMF) /
French Musem House
A private organization sponsored
by one of the major japanese printing company (DNP)
Specialized in the promotion of France as a cultural destination
Our French partners :
Tv programmes producers or distributors
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Content of the project
The VersaiIIes podcast service in Japanese offers
Audio content : 45 minutes of audioguide about the Marie Antoinette life
and estate
Music content : some baroco music extracts
Video contents : short reports about the Palace and Marie Antoinette
FOR STREAMING & DOWNLOADING
This audio/video content is coming from the French podcast
database of VersaiIIes which has been launched in june 2006 (over 60
audio/video sequences, over 2 million downloads, > 300 000 unique users, >
200 000 iTunes subscribers)
Translation of all the content in Japanese by our partner
Management and marketing of the service by our partner.
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ResuIts of the project
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VersaiIIes website in Mandarin
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VersaiIIes website in Mandarin
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Objectives of the project
Increase brand awareness in China (mainIand China, HK and
Taiwan)
Increase Increase nb of nb of virtuaI virtuaI visitors visitors
Less than 1% of the website (which do not offer a mandarin version)
Improve the virtual experiences by offering new rich content
Increase Increase nb of reaI nb of reaI visitors visitors
Already 4 to 5 % of visitors (180 000 per year)
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Partners of the project
Our focus is doubIe : the quantity and the quaIity of the
audience, mainIy the traveIIer and cuIturaI addict
Our chinese partners : Beijing WorId Art Museum /
Baidu
BWAM : one of the major museum of China
Baidu : the major search engine and website
in mainland China with over 60 million users per month
BWAM and Baidu have launched a cultural website
which attract 300 to 500 000 visits per day
Our French partners :
Tv programmes producers or distributors
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Content of the project
The VersaiIIes website in Mandarin offers
Interactive visit
Audio content
Music content : some baroco music extracts
Video contents : short reports about the Palace and Marie Antoinette
Photos slide show with comments about Marie Antoinette
Interactive activities : quizz, forum
This audio/video content is coming from the French database of
VersaiIIes and from the Marie Antoinette website which was
launched in april 2008, for the exhibition of Paris Grand Palais.
Translation of all the content in Mandarin by our partners
Management and marketing of the service by our partners.
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WHAT NEXT ?