“In the first instance, we were looking for a new way of informing visitors about waiting times at the attractions”, says Benoît Gustin, project manager at Walibi Belgium. “The idea was to use screens for this purpose. But naturally, we also wanted to use these screens for other things.” Proximus – of which Walibi is a long-standing customer, among other things for the network – suggested a platform for digital signage. The first phase of the project has since been rolled out. Benoît Gustin explains, “There are two large LED screens in the central square. On them we provide visitors with all kinds of information. Not just about the waiting times at the attractions, but about promotions and other special offers as well.”
Better visitor experience
At the major attractions there are small screens which show the current waiting time. Walibi also provides this information via the W-Connect app. In addition, there are another nine information screens (46-inch) in the park. Benoît Gustin, “On the screens visitors see, among other things, which attractions are less crowded. This enables us to spread the public out across the park better.” Via digital signage visitors are also provided with general information, for example, the time at which the fireworks begin or when the park closes. “On this kind of screen you can back up the information with pictures – for example, of the fireworks – which also gets the message across better. In addition, we can react very quickly. If a child is lost in the park, we can let the public know at once via the screens.”
External and internal communication
The use of digital signage is not restricted to visitors, however. At Walibi the offices and staff canteen are spread over four buildings. Benoît Gustin says, “Via digital signage we have also improved our internal communication. On the screen in the canteen, for example, we display messages for employees, among other things, in connection with workforce planning.” The advantage of digital signage is that Walibi can disseminate accurate, up-to-date information very quickly via the screens. “Among other things, that is a great advantage when supporting special events”, Benoît Gustin adds. “For example, we have an event around Halloween when we temporarily operate appropriate attractions and have different opening times. We can provide visitors to the park with comprehensive information about the events that are planned via digital signage.”
Management via smartphone possible
Therefore, the screens also promote ticket sales. “For some events there are only a limited number of passes available. We can show in real time how many tickets are still available for a certain event on the screens.” The platform for digital signage which Proximus implemented at Walibi operates entirely in the cloud. “This also ensures that we can operate very quickly”, Benoît Gustin concludes. “I can manage the software from my smartphone and make specific messages appear on one or more screens immediately. This enables us to communicate in a highly targeted manner and in real time.”
Walibi opened its doors in Waver in 1975. Today the amusement park family has another three offshoots: two in France and one in the Netherlands. Together the four parks welcome 2.8 million visitors per year. Walibi is part of the Compagnie des Alpes.
Benoît Gustin is a project manager at Walibi Belgium. He began his career at the park as an event coordinator and has worked in various operational roles.
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