São Paulo Releases the Map of Sensations

São Paulo releases the Map of Sensations

Sao Paulo City Council and SPTuris release a publication to provide new sensitive experiences to inhabitants and tourists; A making-of video and an audiobook are available for download on the Website.

Last Thursday, 24, official release of Map of Sensations of Sao Paulo was held at Mercado Municipal. Mayor Gilberto Kassab and CEO of São Paulo Turismo (SPTuris), Caio Luiz de Carvalho, and more than one hundred guests – authorities, representatives of tourism entities, receptive tourism agencies and others – got to know the new project focusing on having another look at the metropolis, showing its slight differences by stimulating the five senses.

After the solemnity, general audience could also take part and try the idea of the project, interacting with ten scenic booths representing some of the tourist points found in the Map which stimulate five senses:

- Vision was highlighted at Masp with digital screens showing images of painting found at the museum; - smell was stimulated at booths of Banca de Flores (Flower booth) on Dr. Arnaldo Avenue, with several flowers and plants, and parks, with inebriant smell of coffee. - hearing was stimulated at São Paulo Hall, with a trio of violin players and also with headphones with typical sounds in environments representing a Samba School court, Interlagos Race Circuit and the Museum of Football; - Taste was stimulated in the booths at Monastery of Sao Bento and Municipal Market, where people could taste traditional dishes, like cakes and bread in the first and fruits, mortadella sandwich and cod pastry in the second; - And touch was stimulated at Art Gallery (Pinacoteca), with live statues to be touched.

People could also know the "emotion measurer” system, a kind of lie detector used to collect and evaluate participating tourist’s testimonials.

According to CEO of SPTuris, the idea to create a Map of Sensations started due to the needs of thinking about the identity of São Paulo and working the economy of experience for tourism. "We thought about something different, to touch people and create interaction with local population and visitors. That is why we used inhabitant indications on the Website and also a lie detector during visits, thus we could evaluate what they were feeling and also analyzing testimonials and opinions accurately”, says Caio Carvalho. “The result is a more human and emotional look about a city famous to be tough", says.

ABOUT MAP OF SENSATIONS

The Map of Sensations of Sao Paulo is a never seen project in Brazil, carried out by Sao Paulo City Council, through Sao Paulo Turismo (SPTuris) and shows a new way to try and fell the best of Sao Paulo.

During the first step of the project, more than 2,500 people, among visitors and inhabitants, voted on the website places in São Paulo that reminded them feelings and sensations of each of the senses; they were stimulated to justify their indications giving testimonials and sharing their

Communication Management – São Paulo Turismo (SP Turis) Contact: [email protected] www.spturis.com | www.cidadedesaopaulo.com | www.anhembi.com.br www.imprensa.spturis.com | www.saopaulominhacidade.com.br

sensitive experiences at those places. Top 100 attractions were selected, including those 20 most voted places.

From this result, 40 Brazilian and foreign tourists were taken to these 20 main attractions and had their feelings and sensations “measured” by a kind of lie detector. A partnership with a voice decode technology company was signed to perform these "emotion tests”. After visiting attractions, tourists gave their testimonials about their sensations and feelings while they were tested using a program that translates - through the voice - physiological changes and generates a graph representation of emotion oscillation ("true”, “false”, “too much emotion”, “normal emotion”).

The result of this job originated a publishing, the Map of Sensations of Sao Paulo (in Portuguese, English and Spanish) that, additionally to the map showing the top 100 tourist attraction, there is a description of feelings and sensations that may be revealed in "top 20” locations and the most exciting and “true” parts of tourist’s testimonials, according to lie detector tests.

Those testimonials translate sounds, images, tastes, smells and touches so that visitors and inhabitants can know the best of São Paulo through sensorial experience.

Additionally to the Map – distributed at Tourist Information Centers , Turismetrô tours, hotels, hostels and taxis, at the 20 main attractions and national and international trade shows and events where the city of São Paulo is represented by SPTuris – the project also originated an audiobook for visually impaired people and a website (www.mapadassensacoes.com.br ) that provides the whole content and also offers an interaction with visitors and the continuation of the project with new indications and testimonials.

AUDIOBOOK

The audiobook of Map of Sensations of Sao Paulo has the same content of printed version with slight differences focusing better transmit emotions and sensitive experiences to listeners.

Specially designed to visually impaired people, the audiobook is 58 minutes long and includes typical sounds of the metropolis. Initially there will be 600 copies (including 100 in English and 100 in Spanish) to be distributed to institutions for visually impaired people.

Technical data of audiobook:

Producer: Livro Falante Actors (voices): Cristiana Galvão (main narration), Marcia Oshiro, Anália Martins, Di Ramon and Marcio Brodt (testimonials). Conception and production: Sandra Silvério Soundtrack: Soundtrack was recorded, treated and mixed by Adriano Ferreira using sound database and existing material, such as Museum of Football and Municipal Theater, additionally to recording in different points of the city, like parks, streets, trains, Mercado Municipal and also the bells of Sé Cathedral. * English and Spanish versions were recorded with native speakers. ** All audio material was treated and mixed in order to reproduce sounds of the city and also sound sensations mentioned in the book.

FACTS AND FIGURES

- People who voted on the Website: more than 2500 - Testimonials on the website: 477 - Different points assigned: 306 - Different points assigned for the map according the sense:  Touch: 140  Hearing: 138  Vision: 134  Smell: 115  Taste: 77

- Top 20 places:  Municipal Market  São Paulo Hall  São Bento Monastery  Altino Arantes Building  Luz Station  Football Museum  Municipal Theater  Interlagos Race Circuit  Sambódromo (Sambadrome)  Pacaembu Stadium.  Pinacoteca (Art Gallery)  Serra da Cantareira Park  Zoo  Museum of Portuguese Language  Catavento Cultural  MASP – São Paulo Museum of Art  Jaraguá Peak/Park  Sé Cathedral  Villa-Lobos Park  Ibirapuera Park

TOP 5 1 Municipal Market 286 H S Ta t V 2 Ibirapuera Park 263 H S t V 3 São Paulo Hall 97 H V 4 Municipal Theater 70 H t V 5 Museum of Portuguese Language 65 H t V

 Number one in SMELL and TASTE: Municipal Market (19%);  Number one in VISION and TOUCH: Ibirapuera Park (18%);  Number one in HEARING: São Paulo Hall

- Tourists tested by lie detector: 40 - Hours of recorded testimonials: 281 min

- Period of project development: 9 months  March: Survey with population and tourists on the Internet and Tourist Information Centers;  April: Definition of Map format;  May/June: Tourist visits voted locations/measurement; Communication Management – São Paulo Turismo (SP Turis) Contact: [email protected] www.spturis.com | www.cidadedesaopaulo.com | www.anhembi.com.br www.imprensa.spturis.com | www.saopaulominhacidade.com.br

 July: Text production;  August: Map illustration/website development;  September: Audiobook/Website  October: Translations/Website;  November: Material printing/release

- Where did the idea come from?  Because it was necessary to change how Sao Paulo is seen.  It was also necessary to adapt the city to what tourists look for – trend of experience tourism and higher interaction with the city.  Similar experiences were held in cities like San Francisco, London and Bangkok, but with no material practical use by tourists. Inspired in this idea, São Paulo Turismo developed an innovative formula to delight, excite and guide.

- How many units? Publication Map of Sensations: 195,000 copies:  Distributed by São Paulo Turismo (1st printing): 75,000 copies (73,000 in Portuguese, 1,000 in English and 1,000 in Spanish);  Inserted in large communication means: 120,000 copies. Audiobook: 600 copies (400 in Portuguese, 100 in English and 100 in Spanish).

- Where will they be distributed? Publication Map of Sensations:  At Tourist Information Centers (Guarulhos International Airport, Tietê Bus Station, Galeria Olido, Anhembi Park), Turismetrô tours, hotels, hostels and taxis, at the 20 main attractions and national and international trade shows and events where the city of São Paulo is represented by SPTuris;  Others: Inserted in main magazines distributed in São Paulo Metropolitan Area, Coast and cities within 100km far from São Paulo. Audiobook: At institutions for visually impaired people.

- How tourists can access the Map before arriving in Sao Paulo? On the Website www.mapadassensacoes.com.br, there will be a link for complete download of the publication and the audiobook sound. A making of the project will also be available on the website and on YouTube (www.youtube.com/spturis)

- Will the project continue? You can find new locations and write a testimonial to keep sharing sensitive experiences provided by Sao Paulo on the website of the Map (www.mapadassensacoes.com.br).

Communication Management - São Paulo Turismo (SPTuris) Contact (11) 2226-0409 | [email protected] Go to: www.cidadedesaopaulo.com | www.mapadassensacoes.com.br