Description.

1. Client Project Research
Matthew Evans

2. Audience
From this research, I can identify that there is a market
for tour guides in York. The research shows that many
people who visit York come to visit again and are often
regular visitors, this shows that the target audience likes
the city of York and bringing a new tour to the city will
only provide returning visitors with a new experience,
making their visit to York unique from the last time they
visited with little to no downsides.
To further back up my discovery of the market for
tours in York city centre, this extra piece of audience
research shows that a large percent (63%) of visitors
that come into the city centre of York are from
‘somewhere else in the UK’ whereas a smaller
percentage (36%) of visitors are from within
Yorkshire and a further 1% of York's visitors are from
overseas.
I can also see that over half of York’s visitors chose to
stay in York overnight, this further shows the market
four more tours within York as visitors have time to
do more than 1 tour even if my tour isn’t their first
choice.

3. Audience
While researching the age statistics of visitors in York, I can identify that my target audience being age 18-24 is of one
of the lowest age ranges of visitors, visiting York. This may be due to the cities old characteristics and history that may
be more appealing to an older audience opposed to the younger audience, but also, it could be due to the younger
audience not having any insight into the things that young people can do in the city. This shows the gap for a new tour
guide aimed at the younger visitors to try and raise the number of young people who visit York. This research will be
extremely useful to me before heading into production as I can see that my target audience currently is not that
present in York so I need to tailor my production to bring excitement to the young audience about the city of York to
raise the levels of young visitors in the city, to increase the success of the tour guide that I will be creating in this
project.

4. Audience
Here I can see that there is a number of
visitors in York that do visit York’s
‘museums and attractions’. This shows
me that there is a audience that is
interested in seeing different areas of
York and further shows me that there is a
market for a new tour guide. I can also
see that a lot of York’s visitors ‘strolled
around and enjoyed the ambience’. This
further shows that marketing a tour
guide could be extremely useful to York’s
visitors as many of them may not even
realise that York has tour guides.
I can also see some interesting socioeconomic stats from this research which can help me to accurately price my tour
guide and provide me with a budget for the tour when pinpointing areas of interest for the tour. From the research I
can see the average spend per person per day excluding accommodation in York. I see ‘£64.45’ as quite a high amount
for the average person and I know, being a young person myself and within my own target audience that my audience
may not have that high of a spend in York per day. This means that I should make my tour more budget friendly to
appeal to my younger target audience to make the tour more affordable for them. Finally, I can also see here that
York’s visitors have a high satisfaction rate causing the likelihood of return to also be very high, this further shows the
market for my tour guide and that it can be successful if marketed and designed right for my target audience.

5. Audience
For the next part of my research, I decide to look at things more topic related to the area I will be designing my tour
around. From this research, it is safe to assume that my target audience is that of the most people interested in cinema
across both genders with around a combined 28%. This shows me that my idea to design my tour around cinema and
the things related to cinema within York will be a viable idea and should spark an interest in my younger target
audience. I can also see that my target audience consists of around 15% males and 13% females, this shows me that
gender is basically irrelevant for my tour as there's a pretty even split between males and females. It is worth noting
that this research uses an age group of 15-24 which has my target audience within so my stats mentioned previously
may not be completely true, but it is safe to assume that they won't be too far off due to my target audience occupying
majority of that age group used in the research.
I can also see that the age group beneath my target
audience is the second highest percentage of cinema
audience with a combined percentage of 19% over both
genders, this shows me that my tour topic can be
suitable for even younger audiences also as well as
showing me that cinema audience is dominantly
younger people ranging from ages 7-24 meaning the
younger group outside my target audience will
eventually get older and feed a new vast audience into
my target audience, meaning my tour can be
successful/have an audience for years to come.

6. Audience
I believe that my target audience for this project will mostly identify within the Belongers psychographics group as my
tour of York will explore a lot of 'mainstream' areas and ideas. I also believe that this psychographic group identifies
with a lot of the younger people today as many younger people are afraid of criticism and judgement from piers,
associating them with this psychographic group. Due to my tour being film orientated, in order to gather most people's
interest in the tour I have to pick films that are mainstream and well known so that the product can appeal to a larger
audience, but I also need to pick films that have been shot within York. By picking 'mainstream films and franchises, I
will appeal to a larger audience, this is a huge benefit considering this psychographic group; because I'm appealing to a
larger audience, a lot of people in this Belongers group will then talk to their friends and family about the tour as
they're 'always wanting to fit in with their families, friends, and community'. This will further broaden my audience and
create a higher chance of success for my tour.

7. Audience
Research Summary:
To summarise, through the research I have undertaken into my target audience for this project, I have discovered a
variety of different information about both my audience's perception to cinema and my audience's perception to York. I
have discovered that my target audience, currently, is not the biggest age group in York. Currently, a lot of York's visitors
consist of much older age groups so targeting something to a younger audience will need to be specifically tailored to
the younger people and have good marketing to reach them. However, to counter this, I did discover that my target
audience is the biggest age group of cinema-goers. This means that my target audience age group will be interested by
the product that I have to offer them within York. I hope that this means that my tour will bring more younger people
into the city to lower the age demographic making the city more enjoyable for younger people. I also discovered from
my research that a lot of the visitors that come to York are families. This may mean that a lot of my target audience will
come with their families and go on tours of the city with their families. They may not have previously had an option to
go on a tour more tailored to their age group, I hope that my cinematic tour will give younger people an option for
something fun and interesting to do in the city centre, whilst also offering education of the city and some insight into
film.

8. Existing Product Research

9. Wizard London Bus Tour
This tour is focused around one of the most famous/well known filming locations of the Harry Potter Movies.
Prices start at £32.50 for adults, £21 for children and they also offer a groups offer which is for 10 or more
persons and is just £24 per person in the group. The entire tour is estimated to last around 3 and a half hours
and starts at St Pancras Rail Station below the clock tower. This tour is entirely based on the bus and consists of
many of the famous filming locations seen in the Harry Potter movies and the entire tour is inspired by all 8
movies of the Harry Potter series. With Harry Potter film locations scattered across the capital, the Wizards
London Bus Tour is the best way to see the sites in comfort and style plus you’ll also get to see many other
familiar landmarks along the way too including St Pauls Cathedral, Big Ben, London Bridge, The Monument,
Bank of England and much more. The tour finally ends at Kings Cross Station which was one of the filming
locations seen throughout the harry potter movies as this is where Platform 9 ¾ is. This also provides the
audience with a the choice to either return
home or continue to sightsee in London as
it helpfully ends in King’s Cross meaning
that the audience can easily access a train
if they have travelled from far away but are
also in the city centre which may convince
them to stay in the city for a little bit longer
to see things they haven’t yet seen. This is
an extremely successful tour due to the
success of the films but a great thing I like
that they offer is the group offer for tickets
as well as ending the tour in a convenient
location for the riders. These are both
things that I want to and could implement
into my own tour for York.

10. James Bond Walking Tour of London
This is another film based tour that is in London and is based around one of the UK’s most famous/recognisable
film series of all time: ‘James Bond’. Prices for this tour start at £15 for adults, £10 for children and they also
offer a groups offer which is for 10 or more persons and is just £10 per person in the group. This tour is a
walking tour that takes around 2 ½ hours to complete, it visits many of the series most famous filming locations
within London such as, the National Gallery, Mi5 and Mi6. This tour however also provides its audience with an
insight into aspects of the British Secret Service as well as James Bond’s original creator Ian Fleming’ Life. The
tour will start at Charing Cross, then course its way through Westminster, the beating heart of British politics
and intrigue, filled with government buildings and secret bunkers, all with secrets to tell. During the James
Bond walking tour, you’ll get a chance to see many filming locations from movies including Skyfall, SPECTRE, No
Time to Die, A View to a Kill, The Living Daylights and more. There will also be lots of opportunities to take
pictures and see familiar locations up-close
and personal. However, this tour does
contain a bus journey as part of the tour
and it does require you to have a Oyster
OR Travelcard which for this reason must
be factored into the price for most
customers. However, there is also a bus
tour for the James Bond filming locations in
London which you can use this travelcard
on and experience a new tour as both
tours complement each other. I like the
pricing of this tour and I think its
something I could implement into my own
tour to make it affordable for my target
audience.

11. Hop-on Hop-off Bus Tours of York
By York CitySightseeing
This is one of if not York’s most famous tour of the city. The tour uses a bus that has 1 route and 21 stop
locations, any of these locations you can use to get onto the bus to continue/start your tour, or you can use the
stops to get off the bus and get a closer look of the attraction you are outside of. Prices start at £16 for adults,
£9 for Under 16s, £13 for students, £13 for concession and £35 for a family ticket. However these tickets are 24
hour tickets which means you can use them as many times as you would like within the 24 hour period since
buying the tickets. This means you can really spend your time at each site you're interested in and still have
plenty of time to hop on the bus on see more of the attractions York has to offer. This tour goes through all of
York’s most famous attractions including Museum Gardens, Memorial Gardens and around the minster with
stops at all sides providing the option for
Customer to get off at any side they want
for the best view. This shows me that York
definitely has the capacity and audience
for successful tours within the city.
Implementing a hop-on hop-off bus would
be an awesome thing to implement into
my tour but it would need a lot of sites
included in the tour to make it worth it. I
also think the pricing for this tour is pretty
good and affordable for the younger
audience especially with a student ticket
which is definitely something I could
implement into my own tour.

12. Google Maps to Blender
By Markom3D
Whilst thinking of ways to present my tour guide in a modern, innovative way to grab the attention of my
younger target audience, I thought of using a 3D recreation of York that would highlight the tour path for the
customer. I realised almost instantly that this would be near impossible to create from scratch in the 3 weeks
production time that we have scheduled. I then started to look around the internet to see if there was already
a recreation of York in 3D, I soon discovered that there was nothing besides extremely famous cities such as
New York and San Francisco. I then remembered that there is a 3D scan of the entire globe using satellite
imagery from google in the form of google earth/maps. After taking to YouTube I discovered that it was
possible to use a plugin/addon that allows you to take part of the 3D world created by google and put it into
Blender. Although these images are not particularly high resolution at a close-up range, this should serve well
enough for the purpose that I want to use
it for this project. Because I plan to use this
technique to show the city from a
relatively high angle, the images don’t
need to be super high resolution as once
motion blur is added, it would be almost
indistinguishable. I hope to use this
technique in the production stage of this
project to highlight the path that my tour
guide will take to the customer/client. I
hope that this will be something
new/interesting that grabs my target
audience and interests them into finding
out more about my tour of York.

13. Bibliography

14. Bibliography
1. BritMovieTours. (2022). James Bond Walking Tour of London. [Online]. BritMovieTours. Last Updated: 16
September 2022. Available at: https://britmovietours.com/bookings/james-bond-walking-tour-of-london/
[Accessed 16 September 2022].
2. BritMovieTours. (2022). Wizards London Bus Tour. [Online]. BritMovieTours. Last Updated: 16 September 2022.
Available at: https://britmovietours.com/bookings/harry-potter-london-tour/ [Accessed 16 September 2022].
3. City Sightseeing York. (2022). Hop-On Hop-Off tours of York. [Online]. City Sightseeing York. Last Updated: 16
September 2022. Available at: https://www.yorkcitysightseeing.com/ [Accessed 16 September 2022].
4. Markom3D. (2022). FAQ - Export Google Maps to Blender Tutorial. [Online]. YouTube. Last Updated: 28 March
2022. Available at: https://www.youtube.com/watch?v=t7s4DdgNrVI [Accessed 23 September 2022].
5. Markom3D. (2021). Google Maps to Blender. [Online]. YouTube. Last Updated: 30 August 2021. Available at:
https://www.youtube.com/watch?v=IkqrIx3PQ0A [Accessed 14 September 2022].
6. Statista. (2014). Cinema audience distribution in the United Kingdom (UK) as of 2014, by age and gender.
[Online]. Statista. Last Updated: 15 April 2014. Available at: https://www.statista.com/statistics/296240/age-and-
gender-of-the-cinema-audience-uk/ [Accessed 16 September 2022].
7. VisitYork. (2020). Quarterly Visitor Survey Aug – Oct 2020. [Online]. VisitYork. Last Updated: August/October
2020. Available at: https://ca1-york.dccdn.net/images/Quarterly-Visitor-Survey-Aug-Oct-2020-
3_highres.pdf?v=1623055986 [Accessed 16 September 2022].