An augmented reality tour to remember
Mikhail Chekhov is widely respected by theatre and film professionals across the globe. However, he remains little-known beyond the professional circle, including in Latvia.
“Dana Bjorka, the Member of the Board of Mikhail Chekhov Riga Russian Theatre, wanted to remind people of the talented person, who is the key component not only in the theatre’s name and strategy, but also the local theatre community,” tells Anna Babre, PR Account Director at Ogilvy PR Latvia. “The interactive performance is the first part of the initiative, and the technological solution builds upon it. At the end of each performance, viewers are invited to spend more time in Riga and go on the augmented reality tour tracking Mikhail Chekov’s favourite places.”
The idea to create an augmented reality tour was born, when the global pandemic had already significantly affected the tourism and culture industries, adds Maija Prozorviča, Director at Ogilvy PR Latvia. “Taking into account how the epidemic had reshaped our lives, we were certain that some digital aspects would have to be integrated with our efforts to tell the story of Mikhail Chekov. As we had worked with Overly before, we realized that augmented reality would be the best way to safely and interactively unravel his story. People do not need an excursion guide. They can explore the track independently, which is the safest approach at the time, when there are so many restrictions on interaction and gatherings.”