Have you ever experienced a tour that left you checking your watch, wondering when it would end? Or perhaps you've been so captivated by a story that hours seemed to pass in minutes? The difference between these experiences often comes down to one crucial element – effective infotainment.
At the 2022 STQRY Summit, the Tadpole Group revealed how institutions can transform ordinary informational tours into memorable journeys that visitors eagerly share with others.
What is Infotainment?
Infotainment is the art of delivering information in an engaging and entertaining way. The presentation at the 2022 STQRY Summit highlighted the contrast between dull, straightforward descriptions and captivating, exciting stories.
Dan Regan, senior screenwriter and creative director, explained how transforming ordinary content into something fun and interesting can significantly enhance its impact. Brooks Gibbs, president of the Tadpole Group, added, “When you create stories that are engaging and shareable, your audience becomes your best advertising.”
How to Create a Story for Your Tour
Creating captivating tour experiences isn't a matter of chance—it follows a deliberate process that the Tadpole Group has refined through years of experience. Their methodology breaks down storytelling into achievable steps that any organization can implement:
1. Know Your Audience Deeply
Successful storytelling begins before the first word is written. The demographics, interests, and expectations of your visitors should shape every aspect of your narrative approach. A tour designed for elementary school students will naturally differ from one created for history scholars or international tourists.
"Understanding who you're speaking to isn't just helpful—it's essential," Regan noted. "Your audience's background determines which references will resonate, what humor will land, and which emotional touchpoints will create lasting connections."
2. Organize Your Information Strategically
Not all facts deserve equal treatment in your storytelling. The Tadpole Group recommends categorizing your information into three distinct tiers:
- Core messages: The essential takeaways you want every visitor to remember
- Supporting information: Interesting facts that enhance understanding of the core message
- Enrichment elements: Humor, surprising details, and contextual information that makes the story memorable
This layered approach ensures visitors receive the most important information while still enjoying the journey through your narrative.
3. Select the Right Medium for Your Message
Different communication channels affect how we process and remember information. The presentation highlighted research showing that multi-media approaches consistently outperform single-medium delivery when it comes to emotional engagement and information retention.
"Text can provide detail, audio creates intimacy, and video delivers immersion," explained Gibbs. "When used together strategically, these elements create a multisensory experience that's significantly more impactful than any one medium alone."
Digital platforms like STQRY make this multimedia integration seamless, allowing tour creators to combine audio narration, visual elements, and interactive text into cohesive experiences accessible through visitors' own devices.
4. Incorporate Classic Storytelling Elements
At the heart of every memorable tour lies the same fundamental elements that have captivated human attention since our ancestors gathered around fires: compelling characters, engaging plots, meaningful conflicts, and satisfying resolutions.
"People may forget exactly what you told them, but they'll remember how you made them feel," Regan emphasized. "When visitors connect emotionally with characters and their challenges—whether historical figures or contemporary stakeholders—they form deeper connections with your site and its message."
Moving Beyond Information to Experience
The most successful tours don't just transfer information—they create experiences that resonate long after visitors have returned home. By applying the Tadpole Group's storytelling framework and leveraging digital tools like those offered by STQRY, cultural institutions can craft narratives that educate, entertain, and inspire in equal measure.
To find out more about creating compelling stories for your tours, access case studies, and watch more videos, explore 2022 STQRY Summit On-demand.