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English National Opera Adds a Modern Touch to the London English National Opera adds a modern touch to The London Coliseum with Tripleplay Digital Signage English National Opera (ENO), based at the iconic Flexible platform to engage the public inside and out London Coliseum Theatre in Central London, is best ENO identified that it needed a solution which allowed known for producing critically acclaimed repertoire them to be more flexible with their approach to with ground-breaking staging and musicality. The advertising, and informative about upcoming show company, which already attracts thousands of visitors dates and performances. every year, needed an effective communications tool to cater to this audience and keep them informed of Geoff Summerton, director of London Coliseum upcoming events and increase visitor engagement operations, looked at other venues to see what digital during shows. signage solutions were being used by them to improve communications and improve customer engagement, ENO had difficulty in communicating its upcoming “We had a lot of challenges when it came to delivering company schedule and available dates of current and messages and advertising about our upcoming shows, future shows to visitors at the theatre and those passing and we needed to make this a priority in our digital by the venue. The system they had, consisted of eight strategy for the venue. We simply didn’t advertise the flat, static printed boards which were not effective in operas individually and we had to do a full season list promoting the full range of activity at the theatre. which is less impactful. Tripleplay seemed to be the most user friendly and easily expandable platform.” ENO’s primary objective when looking for a new platform was a technology that enhanced people’s There were significant printing cost implications with enjoyment at the theatre, and to entice visitors in their old communications methods as ENO had to mass to making multiple purchases, whether that was produce posters and flyers for each event and season. merchandise, future tickets or concessions. They The number of printed materials needed has now engaged independent integrator, Interlink Vision, for a hugely decreased through the use of TripleSign Digital recommendation on the best platform for their facility. Signage where employees can upload relevant content “Now, with Tripleplay, ENO is able to provide an enhanced advertising experience for visiting companies and maintain coverage for their schemes and opera productions.” Carolyn Sims, Director of Marketing and Audience Engagement www.tripleplay.tv [email protected] Increasing audience engagement and driving ROI through Digital Signage “One of the issues with the previous AT A GLANCE printed solution was that we were obviously unable to schedule multiple messages for ENO when our visiting KEY CHALLENGES companies were in the building; as ENO struggled to deliver key messaging contractually they required 75% of the to the general public and visitors to the available advertising boards. Now, theatre about upcoming shows owing with Tripleplay, ENO is able to provide using paper poster displays throughout an enhanced advertising experience the venue. They needed a system that would be easy to use for non-technical for visiting companies but are also members of staff, and needed to be able able to maintain coverage for schemes to create layouts and content that stayed and opera productions, by creating within ENO brand guidelines. dynamic content for the playlists.” Sims continued, “We wanted the THE SOLUTION ENO installed Tripleplay’s Digital Signage ability to be able to schedule targeted platform throughout the London messages on screens for special guests Coliseum Theatre in London, enabling and visitors whilst promoting the ENO them to create dynamic and engaging and delivering company information.” content ahead of time and publicise upcoming shows and performances. Tripleplay offered the ENO a They also used the in-built CMS to help schedule playlists, video content and sophisticated enough content manage the platform efficiently. management system to meet their current demands, but with scope for future expansion. Playlist creation, THE BENEFITS scheduling and event triggers allow ENO, with the Tripleplay solution, are onto the correct playlists to be played the venue to easily create, upload now able to be in control of their own out to visitors on displays inside and and add bespoke content to different content. They can use the platform to outside the venue; delivering a tangible zones of the theatre; targeted at who deliver key communications, but also increase ticket sales by promoting monetary saving for the venue. is in the audience that evening. upcoming repetoire. Using the Tripleplay system is much more cost effective as ENO, working with Tripleplay and Tripleplay and ENO have worked they have significantly reduced printing Interlink Vision, implemented both together to enhance experience and costs. The ability to put together content NEC professional displays inside the deliver communications for visitors quickly and easily means the company works more efficiently when it comes to Theatre foyer accompanied by four and guests at this historic theatre, their digital signage solution. custom made, 1.7m high, self cleaning allowing ENO to offer an up-to-date Viewpresent displays located on the modern feel to everybody who comes exterior entranceways. to the venue, with an easy to use CMS powering the digital signage in the TRIPLEPLAY PRODUCTS Carolyn Sims, Director of Marketing and background. TripleSign Digital Signage Audience Engagement commented, TripleEvent Event Triggers PROUD TO WORK WITH www.tripleplay.tv [email protected].
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