Virtual Running of the bulls

Client : Regional Government of Navarra

Situation & challenge

The tourist industry in Navarra presents its attractions each year at the FITUR International Tourism Fair, held at the beginning of the year at the IFEMA trade fair complex in Madrid. In January 2009 the objective set was to publicise Navarra as a tourist destination, and particularly to present the San Fermín festivities in an innovative way.

Solution

Virtualware developed a virtual simulator for the running of the bulls at San Fermín. The system is based on a tracked treadmill fitted with fences reminiscent of those along the actual run and a VR headset to provide visitors with the highly realistic impression of running with the bulls. Virtualware handled the software development, and produced a virtual recreation of the whole old quarter of Pamplona.

Results

The regional government of Navarra described the region's participation in the international tourism fair as "highly positive", due especially to the success of the bull running simulator. Around 2300 people ran virtually with the bulls, and some 22,000 more stopped for a few moments to watch the virtual run on the screens. From Wednesday to Friday an average of 360 people a day made the run, and at the weekend the figure was around 600. The Navarra stand attended around 60,000 people requesting information on a range of topics. Moreover, there were more than 2500 hits on the www.sanferminencierro.com website in the first two weeks following its launch.