Content creation for ‘Aachen Off Track’

Project description

In Aachen, a total of ten premium walking routes offer different ways to experience the city. As part of a pilot project, two of these routes were enhanced with digital content: the ‘Frankenberg’ and ‘Lousberg’ premium walking routes were transformed into the audio tours ‘Frankenberg – Off Track’ and ‘Lousberg – Off Track’.

TourComm was responsible for the content concept and development of both tours. This included bespoke introductions, precise route descriptions and audio scripts for all stops. The aim was to develop a standalone audio experience from existing routes, one that provides guidance, imparts knowledge and makes the urban environment audible in a new way.

Content tailored to the target audience with a clear profile

The focus of the content creation was on addressing the defined target groups in a tailored manner. For the two walking routes, the post-materialist and expeditive demographics were particularly relevant. Accordingly, the language, narrative structure and content were specifically tailored to an urban, culturally interested and open-minded target group.

The text was partly generated with the aid of AI and was subsequently refined by editors. The result was two audio tours with a clear profile – precise in content, linguistically coherent and closely aligned with the interests of the future users.

TTS meets original soundbites

When it came to the audio recording, TourComm also opted for a carefully considered blend of technical efficiency and local authenticity. Some audio scripts were recorded using text-to-speech technology. Different voices for POI information and route descriptions provide structure, variety and a high-quality audio guide.

For selected ‘WOW’ locations, the concept was expanded to include real voices. Together with external partner and videographer Sergej Bichert, TourComm recorded original audio clips from local residents on site in Aachen. This gives the tours an additional personal and distinctive touch.

From the footpath to the finished audio tour

‘Frankenberg – Off Track’ and ‘Lousberg – Off Track’ are two digital audio tours that enhance existing trails with a contemporary narrative dimension. TourComm was responsible for the entire content development and audio production of the tours – from the initial concept for the text right through to the finished audio file.

The result is a series of audio experiences that do not take a one-size-fits-all approach, but are specifically tailored to their target audiences: relevant in their messaging, high-quality in their production and closely aligned with the expectations of modern user groups.