Vatican

• The Vatican is constantly employing efforts to build a social media presence in order to maintain relevance and engage with its audience. Monsignor Paul Tighe, the former secretary of the Pontifical Council for Social Communications for the Catholic Church, noted that digital platforms allow a different type of communication between the Church and its followers, creating a dialogue instead of the usual monologue.
• He says “We’re learning as a church that even though the digital platforms allow us to put much more material out there to get our information across, if we want to engage people, if we want to actually impact people and change minds and change hearts, we actually have to allow people to question us—allow people to dialogue with what we’re saying.”
• Pope Francis recently declared that the Vatican Secret Archive will now be called the Vatican Apostolic Archive, as he believes the word “secret” has a negative connotation, he also declared that the infamous archives of World War II-era Pope Pius XII will open to researchers ahead of schedule on March 2, 2020.
• Pope Francis has a significant social media presence (18,1 million followers on Twitter and 6,3 million on Instagram), perpetuated by a strategy focused on positive messages of hope connected to the Church’s teachings. Most of the Vatican's marketing efforts are related to the Pope, he's currently twitting about his tour under the hashtag #ApostolicJourney.
•  Vatican News, a site dedicated to directly reporting about the Pope, Vatican, the Church, and the World according to the Catholic Church, was launched in 2010 and has more than four million followers across multiple platforms.
• The Vatican is hoping to attract younger generations. According to Mathew Schmalz, a religious studies professor at the College of the Holy Cross, the Church is attempting to “reclaim a generation that is close to being lost because of all the polarization and scandals within Catholicism and the general secularization of culture.”
• The Vatican enlisted the help of digital strategy firms to understand young users and how to engage with them on issues such as climate change, immigration and poverty. It has also direct archdioceses to hire digital marketing teams to spread the message and engage with communities.
• The desire to attract younger crowds was further noted by Pope Francis stating that by listening to young people, “the Church will once again hear the Lord speaking in today’s world.”
• In its efforts to attract a younger demographic, the Vatican released “Follow JC Go”, a free to play mobile game similar to Pokemon Go, where players can collect saints and Bible characters. The app has over 100,000 downloads on Google Play.
• In October, the Vatican released the “eRosary”, a wearable device with a smartphone app. Users can activate the device by making the sign of the cross and then choose to pray a standard rosary. The device keeps track of the user’s progress.

Temple Square

• Temple Square markets its architecture, art and rich history. It encourages people to host private events at the location, besides showcasing its restaurants. The Temple’s blog focuses mainly on wedding and business events, with monthly posts about each topic.
• Temple Square has a brochure on its website called “Top photo spots”, released in 2016. The brochure explains how to take the best photos in each location, what to bring and the best time to visit.
• Twitter and Instagram pages are updated somewhat frequently, but fail to gather a massive following, with 4,364 and 12,100 followers respectively. Its Facebook page has a much larger follower base, with 172,263 followers. Interest in the temple has the same pattern for the past five years, always peaking during Christmas.
• The Tabernacle Choir at Temple Square, formerly known as Mormon Tabernacle Choir, is a staple of the Temple and one of its main attractions. It has 542,854 followers on Facebook and 358,000 subscribers on YouTube, garnering over 200 million views.
• The recent changes in the nomenclature of the religion, from Mormons and LDS to The Church of Jesus Christ of Latter-day Saints, have reflected on the Temple. Not only was the name of the choir changed, but there is an indication that Temple Square is looking to attract a more diverse crowd as well.
• The change was met with controversy and has yet to be fully implemented. Leaders said that the change is not a marketing effort, but some have questioned the purpose, while others found the new name and URL of the website, churchofjesuschrist.org, confusing. Considering that the hashtag #templesquare is most commonly associated with #lds, #mormon and #tabernaclechoir, the recent changes may affect the marketing efforts.
• Another interesting development concerns the Salt Lake Temple. Temple Square is undergoing a four-year renovation plan, which will change several buildings, including the Salt Lake Temple. The temple that notoriously only allowed members of the Church to visit will open its doors to the public after renovation is completed.
• One aspect of the renovation is regarding Christianity, they want people to think of Christ when visiting the Temple. Research suggests that the Church is seeking a more clear positioning regarding its views.
• Amanda Hendrix-Komoto, assistant professor of history at Montana State University, noted that at Christian bookstores, Mormonism was usually located in the cult section. Some members point out that the change may help the Church to move away from polygamy or racist stereotypes, while others feel like the change will strip away their identities.
• Dean M. Davies, First Counselor in the Presiding Bishopric, said “We want everyone to know they are welcome. We want them to come and see and feel why this temple is so beautiful to us.” He adds "Now everyone—people of our faith, other faiths, or no faith—will be able to come to the temple.”

Research Strategy

Notre-Dame Cathedral

• Notre-Dame Cathedral uses various social media platforms, including Facebook, Twitter, YouTube, and Instagram.
• In its social media platform, Notre-Dame Cathedral commonly posts various contents, such as articles, photographs, and videos about its liturgy, architectural designs, sculpture, and paintings, to attract tourists. The message that this institution employs in its contents includes the progress of the cathedral restoration and promotional contents.
• Its Twitter and Instagram pages have gained over 55,800 and 89,000 followers across the globe, respectively. The most popular video on the YouTube page of Notre-Dame Cathedral reached more than 42,000 views.
• The official website of Notre-Dame Cathedral is now only available in French, where it offers information about its liturgy traditional, music, history, architecture, sculpture, painting, and art. It is believed that Notre-Dame Cathedral uses customer education as its digital strategy to increase customer awareness about its tourist attractions and boost customer engagement.
• Its target demographic includes visitors around the world, pilgrims, Christians, and believers or non-believers. However, after the fire incident on April 19, 2019, Notre-Dame Cathedral is currently closed for the public for building restoration.
• Blockshow, an international blockchain event supported by Cointelegraph, launched a cryptocurrency fundraising campaign to help restore the building of Notre-Dame Cathedral. As of today, this event has raised €23,487,370 from all over the world.
• In 2018, Notre-Dame Cathedral participated in the 'Taste of Home' print campaign by Lizandri van de Merwe. Later, this campaign was featured in the Lürzer’s Archive and archived at Loeries and Pendoring.

Basilica of the National Shrine of the Immaculate Conception

• Basilica of the National Shrine of the Immaculate Conception owns several social media platforms, including Facebook, Twitter, Instagram, and YouTube.
• The content that Basilica of the National Shrine of the Immaculate Conception shares on its social media platforms is mainly about Christianity and the liturgy held in this church. It also tends to post photos, videos, and articles that are related to its liturgy, architectural designs, sculptures, paintings, and Christian biblical figures, as well as attaching religious messages in the captions.
• Its Twitter and Instagram pages have gained 6,678 and 6,002 followers from all over the globe. It also has 17.3 subscribers on its YouTube page and a total of 2,600,625 views since 2014.
• The official website of Basilica of the National Shrine of the Immaculate Conception also has various valuable information related to its liturgy, sacred music, history, heritage, architecture, and artwork. This educational information may attract tourists to come, visit, and experience the temple square themselves.
• Its target demographic includes school students, church groups, pilgrims, and visitors from all around the world.
• In April 2019, Basilica of the National Shrine of the Immaculate Conception created a fundraising campaign to help the restoration of Notre-Dame Cathedral and managed to raise more than $35,000 within the first 24 hours since the campaign was launched. It also held a benefit concert that was attended by over 2,000 people.
• In November 2018, Basilica of the National Shrine of the Immaculate Conception joined the campaign of 'Courage in Red', where the building of the church was illuminated by the red light to commemorate today’s Christian martyrs and support the religious freedom. A post on the official Twitter page of Basilica managed to gain 25 retweets and 64 likes.
• Other than the expression of empathy and participation for a good cause, the campaigns held by the Basilica of the National Shrine of the Immaculate Conception may also improve its branding value to gain more recognition and attract customers.

Research Strategy

Visitor Perception

• Visitors always recognize the Notre-Dame cathedral as a unique emblem of France. 
• The point of attraction saw 12 to 14 million visitors annually from all parts of the world, making it the most-visited historic monument.
• The location was popular among couples. A lot of couples got married under the cathedral's Gothic arches.  
• Tourists flocked to the cathedral to see the priceless works of art and experience its history. It appears they were not disappointed as these tourists had nothing but positive things to say about the cathedral.
• Among visitors, Notre-Dame cathedral is known as a must-see in Paris.  
• On Trip Advisor, the attraction is rated 4.5/5 based on over 70,000 reviews. The most common comments made about the location include "beautiful cathedral," "flying buttresses," and "Gothic architecture." 
• An Australian tourist described it as the "most inspiring building," while another mentioned that the "detail is sensational."
• Another tourist stated that it had "amazing architecture" and is a "majestic place of worship."
• As one tourist put it, "One cannot go to Paris without a stop at the Cathedral Notre-Dame! It is one of "her" famous landmarks with a RICH HISTORY. She is usually quite crowded, but worth the wait, strolling through her beauty." 

Target Visitors

• Pilgrims, Christians, and believers were advised to visit the cathedral.
• The cathedral also welcomed non-believers and visitors from any part of the world.
• The cathedral is most frequented by couples and families.  

Special Attractions

• Crypte Archéologique (Archaeological Museum): This museum was once a crypt. It is located underneath the cathedral. The museum "tells the story of the city from antiquity through the medieval era."  
• The West Facade - Kings and Christian Icons: This is another point of attraction at the Notre-Dame cathedral. It highlights the work of medieval stone cutters who meticulously created sculptures in the High Gothic Style around the 1200s. The elaborate design has five horizontal sections that tourists can look at. There are several biblical figures above the doorways that tourists are awed by.
• Cathedral Towers: The cathedral twin towers have spectacular views at the top. Tourist can get a panoramic view from this outlook. The view includes the most famous neighborhoods and monuments in Paris, such as the Louvre, the Ile de la Cité, the Sorbonne, the Hôtel de Ville, the Panthéon, and the Ile Saint-Louis.  
• Gargoyles: These are grotesque sculptures that are used as rain water drains. Tourists can see them up close by going around the balcony of gargoyles between the twin towers.
• Stained-Glass Windows: These magnificent windows contribute to the celestial aura that Notre-Dame cathedral has. The "colorful windows filter jewel-toned light into the otherwise somber space" and are known as some of the greatest Christian masterpieces.

An overview of visitor perceptions

• The overall visitor perception of the Basilica of the National Shrine of the Immaculate Conception from Tripadvisor reviews is good with visitors saying the visit was worth it.
• Out of 1,874 visitor reviews on Tripadvisor, the overall score is five stars out of five. A total of 82% rated the Basilica as excellent, 14% rated it as very good, 2% rated it as average, 1% as poor, and 1% as terrible.
• Most of the visitors loved the Basilica building and grounds art and architecture. They used words such as very beautiful, most impressive, superb, amazing, interesting, magnificent, and fantastic to describe the Basilica and its grounds.
• Also, the perception of many visitors is that they loved the Mass celebration and the opportunity to sit and meditate while inside the chapels.

Target Visitors

• The Basilica of the National Shrine of the Immaculate Conception targets pilgrims from around the United States and the world. Those taking a pilgrimage to the Basilica can have a guided tour, attend a Shrine Mass, or attend a Private Mass with their priest.
• It also targets individuals and small groups with Mass attendance, Shrine shop visits, and Cafeteria dining.
• The Basilica also targets parishes, schools, and organizations, and provides large group tours for them.

Special Attractions

• The unique art and architecture of the gardens, over 80 chapels, and oratories are special attractions at the Basilica. This includes well blended Romanesque-Byzantine architecture and sacred art. The Basilica's world’s largest collection of contemporary ecclesiastical art, polished carvings and statues, and mosaic are also special attractions.
•  Sacred music and the celebration of the Eucharist at the National Shrine are other special attractions.
• The celebration of Mass six times a day and Confessions are other special attraction, especially for the Catholic church members.

Research Strategy

VISITOR PERCEPTIONS

• The majority of the visitors are fascinated by the beauty of the city-state, calling it an 'awesome sight' and a 'must-visit city'.

• Numerous visitors praise the buildings, statues, churches, and obelisks in the city.

• Another common insight revealed by the tourists is the overcrowding of the city and the never-ending queues. Nevertheless, it is still entitled to be an incredible place with 'beautiful architecture and history'.
• Taking a guide to truly fathom the beauty of the city is recommended by a considerable number of tourists. However, some do not recommend it because their guides were not very informative.
• A few of the tourists called the city 'a money-making machine' due to the exorbitant price of the admission ticket of attractions.
• The artworks found inside the monuments of the Vatican are regarded highly by multiple visitors. According to a tourist, a bulk of the artworks found on the marbles have a lot of detail and 'one can admire it for hours'.
• While some visitors claim the city to be clean, others report that the city is filled with garbage. Another common complaint of the visitors is the migrant sellers and gypsy trying to rip off the visitors. Also, lack of restrooms makes a lot of visitors anxious.
• Further, based on 'traveler types' such as families, solo, business, couples, and friends, the visitor perception about the Vatican city is very positive and loved by the majority of the tourists.

SPECIAL ATTRACTIONS/TOP ATTRACTIONS

1. St. Peter's Basilica

• St. Peter's Basilica is considered to be the largest church in the world.
• It took about 120 years to build it under the guidance of legendary Italian architects.
• The church is the home of a martyr and the chief apostle, St. Peter.
• The nave of the basilica is 694ft in height and the dome is measured to be 434ft tall.

2. Sistine Chapel

• Sistine Chapel is embedded in the Vatican Palace. It was built around 1473-81 by the architect Giovanni dei Dolci for Pope Sixtus IV.
• This papal chapel is known for the symbolic paintings on the ceiling by Michelangelo.
• The ceiling occupies an area of 10,000 sq.ft which is filled with 'The Last Testament' fresco.

3. Vatican Museums

• The world's greatest art collections are present in the Vatican museums.
• It was founded in the 16th century by Pope Julius II.
• Egyptian mummies, Etruscan bronzes, ancient busts, old masters, and modern paintings are some of the exhibits of the museums.

4. La Pietà (Pity or Compassion)

• The Pieta is a Renaissance marble sculpture built by Michelangelo Buonarroti, located in St. Peter's Basilica.
• It was created between 1498 and 1499. The sculpture depicts the Virgin Mary holding the dead body of Christ after his crucifixion, death, and removal from the cross before he was placed in the tomb.
• Multi-figure sculptures were rare during the Renaissance. As a result, La Pieta is considered to be one of the masterpieces of Michelangelo.

5. Stanze di Raffaello (The Rooms Of Raphael)

• Raphael's rooms or Stanze di Raffaello encompass four rooms in the Vatican Palace.
• It was originally built for Pope Julius II as a suite of apartments.
• Each room consists of peculiar themes and is named as Room of Constantine, Room of Heliodorus, Room of the Segnatura, and Room of the Fire in the Borgo.

RESEARCH STRATEGY

Visitor Perception

• Temple Square has a very positive perception among visitors, with a rating of 4.5/5 among almost 5,000 reviews on Tripadvisor and 4.8/5 among over 20,000 reviews on Facebook.
• According to Tripadvisor, Temple Square is the "symbolic heart of the worldwide Church of Jesus Christ of the Latter-Day Saints."
• Visitor reviews often compliment Temple Square's architecture, history and seasonal decorations.
• Many visitors note that they enjoyed temple square even though they are not associated with the LDS church, indicating that visiting the square is a positive experience regardless of religious affiliation.
• U.S. News Travel Guides ranks Temple Square #1 among things to do in Salt Lake City. This review also points out that the square is enjoyable even for visitors who are not particularly religious.

Target Visitors

• Temple square targets families looking for "wholesome activities" to do together
• Temple square also targets families and individuals interested in learning about their genealogy through its Family History Library, which it claims is the largest such library in the world.
•  The Discovery Center within the Family History Library targets children and families, young single adults and youth groups.
• Christians and those interested in Christian and LDS history are also target visitors for Temple Square.

Special Attractions

• Temple Square's main attraction and namesake is the Salt Lake Temple, which is associated with the Church of Jesus Christ of Latter Day Saints. The temple cannot be toured, but the ground are open to visitors.
• Another attraction of Temple Square is the Tabernacle Choir. Visitors can attend live performances of this world-renowned choir.
•  The Discovery Center at the Family History library is another attraction at Temple Square. In The Discovery Center, visitors can learn about their family history.
• The Joseph Smith Memorial Building and LDS Church History Museum are attractions focused on the history of the Church of Jesus Christ of Latter Day Saints.