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Magic Memories continues focus on innovation and partnership

Magic Memories continues focus on innovation and partnership
May 27, 2015

New Zealand-based Magic Memories has announce the success of yet another innovative guest experience in partnership with theme park operator Village Roadshow Theme Parks.

Magic Memories, Village Roadshow’s preferred partner for photography solution, have developed a completely overhauled product for the Australian Outback Spectacular experience on Australia’s Gold Coast, to coincide with the launch of their High Country Legends show in late 2014.

High Country Legends is a themed dinner that showcases the rich history of the Australian High Country and the role it has played in the creation of the Australian nation. Magic Memories was tasked with developing a product that told this history through a photographic product and enabled guests to take a piece of the show home with them.

Magic Memories was briefed to create a transition zone at the entry point to the arena that could showcase the product from the base of the mountains to the snow-filled High Country above.

To accomplish this they developed an innovative system of five green-screen studios where guests could interact with show hosts and have their photos taken on the way into the arena. These photos are then transformed on to a range of backgrounds, ensuring that guests are able to come away with a personalised in-depth representation of the show.

Explaining the innovation, Magic Memories Chief Executive Asia Pacific, Africa and China, Steve Taitoko stated “Australian Outback Spectacular has a very proud history of showcasing the best of Australia through beautiful design and choreography.

“Our creative brief was very simple - reflect this in the design of the photo experience and products.”

The results have been impressive so far, with an increase in revenue of more than 100% and the development of an immersive guest experience that is completely in keeping with the themes of the show, all while maintaining guest flow and avoiding congestion.

Taitoko added “this was a very different type of attraction than what we are used to, and it required a degree of flex to our operating model. I believe it further demonstrates our ability to adapt our core model to a wide range of environments, while at the same time ensuring we seamlessly integrate into our partner operations in a way that matches their business objectives and enhances the guest experience.”

Australian Outback Spectacular General Manager Shane Phillips says making the decision to redevelop their photographic product with Magic Memories wasn’t a decision taken lightly, but one that he is very pleased they made.

Phillips stated “photography has always played a core role in the experience.

“Ultimately the decision to engage Magic Memories came down to the trust we have in them to deliver consistently across all of Village Roadshow's theme parks, their design-led integration and the strength of their people.

“We are very happy with how they have incorporated into our team and the outstanding positive impact they have had on guest experience and our bottom line.”

Click here to contact Magic Memories via their entry in the Australasian Leisure Management Supplier Directory.



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