Diving deeper into the collection at Upton House

Overview
The National Trust commissioned Smartify for a pilot project at Upton House to explore how digital platforms could enhance visitor engagement with its collection and stories. Upton House was selected for its globally significant art collection, which features works by Brueghel, Canaletto and Bosch, as well as its popularity as a destination and its key role in telling the story of the Jewish Country House. Smartify's solution proved highly popular, particularly its object recognition feature, which boosted post-visit digital engagement and gave the collection the global presence it deserves.

The Brief
The Trust aimed to explore how comfortable visitors were with using their own devices to access content. They also sought to create diverse, contemporary digital storytelling and investigate how online promotion could extend engagement beyond the visit.

The Solution
Smartify scanned the entire collection, making it accessible through object recognition across a wide array of objects. A 45-minute highlights tour was launched in English, British Sign Language, and other languages, complemented by signage throughout the site to guide visitors to the digital content.

What Made Our Solution Unique
Smartify worked closely with the Trust, curatorial staff, and over 100 volunteers to craft the stories featured in the audio guide. They developed a strategy to promote the collection through monthly social media campaigns and web initiatives, reaching Smartify's 6.5 million users. In-app notifications were used to engage visitors onsite, prompting them to create profiles, complete satisfaction surveys, and receive post-visit emails linking them to the collection.

The Impact
Visitor engagement with Smartify at Upton House was three times higher than the Trust’s key performance indicators. Contrary to concerns about older demographics, those aged 65-74 and 75+ engaged with Smartify just as much as younger visitors, particularly enjoying object scanning and image recognition. This newfound interest in artworks challenged previous assumptions; for example, "An Unknown Man" by Corneille de Lyon, previously overlooked, became one of the most popular pieces, leading to its inclusion in new promotional materials with higher engagement. Volunteers played a crucial role in promoting Smartify, as their involvement in the audio guide process encouraged visitor interaction and strengthened relationships with guests.

Notably, 48% of visitors who engaged with Upton House content returned to Smartify later. Of these, a third revisited Upton House’s content, and 75% explored other prestigious collections, including the National Gallery and the Smithsonian American Art Museum. This illustrates how Upton House's collection has become a "gateway" to further exploring art and culture.

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https://app.smartify.org/en-GB/venues/upton-house