Case three

This chapter introduces the case of Johnnie Walker, Princes Street an immersive and interactive visitor centre located in Edinburgh in Scotland. Through the case and associated teaching instructions, readers will gain insight into how this successful site has employed narrative creation, immersive interactions and personalization to generate memorable visitor experiences. The case challenges learners to consider the management considerations, brand legacy and interpretative design needed to create these experiences. In addition, the case illustrates the importance of visitor evaluation and external recognition in experience design and management. Through a range of activities that can be adapted to audience and learner level, the chapter provides a foundation for interactive debate as to the nature of contemporary visitor attraction experiences.