The JORVIK Group named a ‘leading light’ in Digital Enterprise report

The JORVIK Group named a ‘leading light’ in Digital Enterprise report

Initiatives introduced to keep the Vikings in the front of the public’s mind during the pandemic have led The JORVIK Group to be named one of the leading lights in a new report from Digital Enterprise, the organisation involved in helping SMEs across the Leeds City Region to improve performance through digital technology.

The work done to create digital alternatives to physical visits – from the expansion of its Virtual Vikings education offer, to the creation of a fully digital festival, That JORVIK Viking Thing – ensured that the educational remit of York Archaeological Trust, which owns and operates JORVIK and three other attractions in the city, was fulfilled even though the attractions remained closed.

“We had been exploring our use of digital technologies before 2020, but when the pandemic hit, we recognised that we had an opportunity to innovate and hugely develop our skills and resources, and the results were phenomenal.  Rather than simply catering for our existing audiences of nearly 500,000 visitors per year, we were reaching an international audience of 3.2 million and taking the story of York’s Viking heritage to every corner of the globe,” comments director of attractions, Sarah Maltby. 

Key initiatives that helped The JORVIK Group’s digital transformation included the construction of dedicated studio areas from which up to three online school workshops could take place at any time, and the use of the latest digital technology to bring JORVIK’s unique immersive experience to life.

“We worked with a local company, Vidaveo, to push the boundaries of technology.  JORVIK Viking Centre features a ride through recreated 10^th century streets, complete with the sights, sounds and smells of the period.  Whilst we were not able to offer our online viewers ‘smellyvision’, we used 360 degree filming technology to record the tour in one of our time capsules, accompanied by a Viking host,” adds Sarah.  “The end result is a virtual tour which can be enjoyed on any device – phone, PC or tablet – or even on a VR headset where the viewer can look around their environment as they would during a real visit.  This was available free of charge during our online Schools Week and That JORVIK Viking Thing, and we now use it for any visitors who are nervous about the ride experience – if one member of a group doesn’t wish to travel around, they can enjoy the experience virtually whilst their family does the real tour, making JORVIK even more accessible.”

Livestreams also enabled The JORVIK Group to generate income whilst the attractions were closed, with 1000 tickets sold to watch An Audience with Einar Selvik, one of the world’s best Norse musicians, and 900 people joining head of interpretation Dr Chris Tuckley’s walking tour of the Coppergate set.

The JORVIK Group’s digital work continues to expand, with a dedicated digital engagement team now in place working on video content, animation and new technologies that will further enhance the educational and research elements of York Archaeological Trust’s work, as well as blending online experiences with physical events during JORVIK Viking Festival and Archaeology Live!

The Digital Enterprise Top 100 Index can be views at www.de100.co.uk.  For more information on The JORVIK Group, please visit thejorvikgroup.co.uk.