The Access Group | ‘Creating the new visitor experience’ whitepaper

As part of my work for The Access Group, I wrote a whitepaper to support their Creating the new visitor experience campaign. Launched in mid-2020, the campaign helped UK visitor attractions reinvent how visitors interact with attractions during and after the COVID-19 pandemic.

I wrote the Mapping the new visitor lifecycle and The psychology behind the visitor experience guides, briefly edited the Welcoming your visitors after lockdown guide and worked the three together into the Creating the New Visitor Experience whitepaper. Storytelling skills were essential to maintaining the flow between the three parts, the introduction and the summary.

I also conceptualised and wrote a series of blog posts to support the campaign, including 7 actions to prepare your attraction for a local lockdown, How to make sure members show up for pre-booked visits and 9 visitor attraction trends to look out for in 2021, which was repurposed into a guide, a blog and used in the group’s newsletter.