young people brought to the Whereverly platform Iain McNeill < - - PowerPoint PPT Presentation

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Oct 30, 2022 23 likes •264 views

The unique commercial advantage young people brought to the Whereverly platform Iain McNeill < PRE RESENTERS RS > Giancarlo Fedeli March 2019 Context A9 route has operated as a beautiful secret The task is to: sell, inform,

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March 2019

The unique commercial advantage young people brought to the Whereverly platform

Iain McNeill < PRE RESENTERS RS > Giancarlo Fedeli

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A9 route has operated as a beautiful secret
The task is to: sell, inform, display and promote, to

extend and share benefits

Process: Understand what appeals to tourists, what

they want to explore, and the context of the route

Routes worldwide are attractions …

Context

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Routes as Destinations

International Context Scottish Route Development (to Date) ❖ Route 66, USA ❖ Highway 1, California ❖ Garden Route, South Africa ❖ Florida Keys; Cape Cod ❖ Denmark Skaagen ❖ Most recent successful development: Wild Atlantic Way, Ireland / Northern Ireland ❖ Malt Whisky Trail ❖ Royal Deeside Trail ❖ Scottish Coastal Way (Aberdeenshire) ❖ North Coast 500 ❖ A9 as Scotland’s scenic backbone

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A9 enjoys significant traffic
A9 provides outstanding scenic beauty
No effort is made to celebrate this route which can

become a catalyst for the economy → rural context through which it transits

Routes are Destinations

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Leisure Time / Business Travel
Leisure Combination of Experiences
Differing Demands of individuals in leisure time:

Fathers-Mothers-Children-Grand-Parents-couples- teenagers…

Routes and Tourist Behaviour

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“to promote the less visited rural heartlands of Scotland generating expenditure and employment”

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“How can young people contribute to making this happen?”

WORKSHOP

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Thank you very much. Your expert thinking will help shape

ur continuing engagement with

Young People!

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90 days to go from an idea to a minimum viable product (MVP) Small team (2-3 people)

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1. Cultural content creation

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2. Audio content production

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3. Primary school & high school

pupils, college & university students, graduates and student intern

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4. Future product development

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> Culture & Heritage > Partnership with culture & heritage communities > Geo-relevant audio delivery to connect listeners with places, culture and people > Partnership with local tourism groups > Surfacing hidden gems and tourism businesses > Offline & online

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Local Tourism Groups: 9 Points of interest 500+ Storytellers: 6 Stories: 80+ Songs: 100+ Councils: 2 Primary Schools: 1 School Piper: 1

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Unquestionable commercial advantage, gained by involving young people through-out our business processes, team and culture.

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> 2.5 years old > 2-6 staff > £0-£500,000 per annum

*Crucially, we are still learning & enjoying!