Royal Botanic Garden Edinburgh

Previously reliant on paper-based tariff and marketing materials, the Royal Botanic Garden Edinburgh faced inefficiencies in updating visitor communications. The need for real-time messaging, sustainability improvements, and enhanced customer engagement led them to seek a robust digital signage solution.

(Note: All imagery from Q4 2024)

• Solution Scoping
• Hardware Provision & Installation: Supplying and installing a network of 19 digital screens, including 37-inch stretch screens, 50- and 55-inch displays, an interactive 50-inch totem, and 11-inch tablets placed strategically across key visitor areas.
• Content Management This includes menu management, animated marketing, frequent updates (daily, weekly, monthly), live data, and much more.
• Technical Support: Offering ongoing assistance to ensure seamless operation and continuous optimization.

The digital solution spans across the hospitality estate, including John Hope Gateway, The Terrace Café and the Eastgate. During events, portable solutions such as counter-based tablets are added to support teams across the grounds.

Since its deployment in March 2024, the digital signage network has had a significant impact on customer engagement and operational efficiency:

• Enhanced Visitor Experience: The screens provide dynamic, real-time updates, making it easier for guests to access information on café menus, seasonal events, and promotions.
• Wayfinding: During relevant periods and events, the onsite teams can request wayfinding content; allowing greater ease of navigation, especially during special exhibitions.
• Sustainable & Cost-Effective: Eliminating the need for constant print updates, reducing waste, and streamlining communications.
• Seamless Content Updates: With cloud-based digital signage powered by Signagelive, Digital Messaging Company ensures updates are scheduled, managed, and implemented efficiently. Whether planned in advance or requiring last-minute changes, content is refreshed quickly to reflect the latest menu updates, visitor information and promotions.

Campaign Success: Plant to Plate Initiative

One standout application of the digital signage network is its integration into the site’s cafes, supporting the Plant to Plate initiative. Positioned above hot plate stations, screens inform visitors that 75% of the dishes’ ingredients are sourced directly from the gardens. The digital displays also educate guests on the seasonality of produce and provide additional insights into the culinary experience.

Marketing and Communication

The digital signage network has become a key driver for promotions, offering a versatile marketing platform for in-house campaigns. With dynamic content scheduling, the venue can seamlessly switch between menus, special deals, marketing, visitor comms and event promotions, maximising engagement.

Streamlined Operations & Cost Savings

By leveraging a cloud-based CMS, Digital Messaging Company has significantly reduced the time and resources required for content updates. The solution enables:

• Content Scheduling: Ensuring content is always timely and relevant.
• Real-Time Adjustments: Quick updates by phone or email via Digital Messaging Company’s content management service.
• Zoning/screen multi-use: Content zoning allows one to become many – allowing Royal Botanic Garden Edinburgh to optimise content spacing and capitalise on upsell opportunities.
• Compatibility with Existing Screens: The use of BrightSign media players has allowed the repurposing of existing displays, reducing hardware costs.