The AR trails seek to innovate in user engagement through the village to make the greatest virtue of the museum’s location, increasing perceived ticket value and visiting recommendations by providing added value activity. It makes use of the powerful devices visitors carry with them, so is a sustainable approach for an organisation at this scale. The combination of Roald Dahl and cutting-edge technology is ripe for wider press attention, indirectly supporting the Museum’s income generation by raising public awareness and sustaining visitor numbers.