Augmented Reality revitalises rural towns through the Silo Art Trail in the Wimmera Mallee. 

Wimmera Mallee Tourism, in partnership with the Victorian Government and Plattar, has launched an app which uses Augmented Reality technology to create an immersive experience at the painted silos, allowing visitors to learn about the history of the agricultural industry and the Indigenous heritage of the region. 

Small towns in the region will be reinvigorated as more people visit the Silo Art Trail following the launch of the Augmented Reality experience that brings the area to life. Visitors of all ages are able to use the ‘Wimmera Mallee Tourism’ app to see life-size 3D animations being brought to life through their phones, as a digital layer is projected on the real world, right in front of their eyes. 

Augmented Reality is fast becoming a common medium in the tourism industry to provide visitors with an interactive and engaging experience. This has been driven by major innovations from Microsoft, Facebook, Apple, Google and Snap, making AR one of the hottest areas of focus for providing unique experiences. Forward-thinking tourism attractions are leveraging the reach of technology to share experiences with more people.

With tourism rapidly growing in regional Victoria, digital experiences like the ‘Wimmera Mallee Tourism’ app will bring more people to the region,  supporting local businesses, growing the economy and bringing small, rural communities together.

“We saw Augmented Reality as the perfect way to add a digital and engaging layer to each of the Silo’s artwork,” said Lauren McBriarty from Wimmera Mallee Tourism. “The Silo art trail is about invigorating each of the local communities in the region and this app will help us to attract travellers and enable them to enjoy each location longer”.

Discussing the opportunity for Augmented Reality in the tourism industry, Rupert Deans, Plattar CEO said, “AR is starting to gain traction and is now expected as part of the tourism experience. Tourism bodies, from governments to local operators, are using AR to bring to life the stories and narrative behind historic locations, taking visitors on a storytelling journey which educates and excites. Wimmera Mallee Tourism has unlocked the power of 3D and AR with our immersive story-telling Platform for the web and now these experiences are easier than ever for anyone to create.” 

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From 30th August 2019, visitors and audiences can experience the Silo Art Trail at www.visitwimmermallee.com.au and can download the app at the Apple App Store and Google Play by searching Wimmera Mallee Tourism. 

This Digital Innovation Project has been made possible thanks to Plattar, Alpaca Travel, The Victorian State Government and Wimmera Mallee Tourism. 

See a video of the experience here - https://youtu.be/0DhaR33l24A