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, 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 …
Routes as Destinations International Context Scottish Route Development (to Date) ❖ Route 66, USA ❖ Malt Whisky Trail ❖ Highway 1, California ❖ Royal Deeside Trail ❖ Garden Route, South Africa ❖ Scottish Coastal Way (Aberdeenshire) ❖ Florida Keys; Cape Cod ❖ North Coast 500 ❖ Denmark Skaagen ❖ A9 as Scotland’s scenic backbone ❖ Most recent successful development: Wild Atlantic Way, Ireland / Northern Ireland
Routes are Destinations • 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 and Tourist Behaviour • Leisure Time / Business Travel • Leisure Combination of Experiences • Differing Demands of individuals in leisure time: Fathers-Mothers-Children-Grand-Parents-couples- teenagers …
“to promote the less visited rural heartlands of Scotland generating expenditure and employment ”
“ How can young people contribute to making this happen?” WORKSHOP
Thank you very much. Your expert thinking will help shape our continuing engagement with Young People!
90 days to go from an idea to a minimum viable product (MVP) Small team (2-3 people)
1. Cultural content creation
2. Audio content production
3. Primary school & high school pupils, college & university students, graduates and student intern
4. Future product development
> 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
Local Tourism Groups: 9 Points of interest 500+ Storytellers: 6 Stories: 80+ Songs: 100+ Councils: 2 Primary Schools: 1 School Piper: 1
Unquestionable commercial advantage, gained by involving young people through-out our business processes, team and culture.
> 2.5 years old > 2-6 staff > £0-£500,000 per annum *Crucially, we are still learning & enjoying!
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