Be visual, be creative, be innovative” — Andy Goodman
It’s week three for Enterprise by Design, and things are starting to get serious. Last week, the teams had talks from our two partnering companies, Rib Ride and Zip World, and had the task of creating a digital map of the attractions and assets in the North Wales area.
In week one, each team member was tasked with creating character profiles of potential tourists to North Wales. This week, the students are going to put both tasks together to create an epic promotion video and PechaKucha presentation.
(If you’ve missed out on what we’ve been doing the past two weeks, click here!)
After another delicious meal, sweet and sour chicken and rice this week, the teams were given a brief talk about the bigger picture of the focus of this year’s Enterprise by Design, wellness tourism.
What is wellness tourism? Don’t worry, most of us didn’t know until this week either.
With a push by companies and industries for employees and customers to practice wellness, whether in mental or physical health, wellness tourism has grown to be one of the largest subsectors of tourism. With how the wellness market overlaps adventure tourism, the teams are expected to be able to bring the smaller adventure tourism into the larger wellness market.
North Wales is in a great sweet spot to become a key part of the rising of wellness tourism, as adventure tourism brings in around $115-150 billion worldwide. This provides the teams with a head start opportunity to help rebrand adventure tourism as a part of wellness tourism and figure out what makes North Wales unique enough for people to travel here for adventure compared to anywhere else in the world.
For the first task of the night, the teams had to use their tourist profiles and maps created in previous weeks to create eight customer scenarios, two for each persona. For each profile, students had to determine, based on their tourist’s likes and dislikes and personal background, the route they would take on the map through their trip through North Wales.
The exercise helped the teams put themselves in the shoes of potential tourists and identify gaps in North Wales that could be essential for the tourist’s needs. As one task builds on another, the teams’ growing experience will hopefully help them plan how to attract customers to businesses like Rib Ride and Zip World in their final and pivotal task in 5 weeks’ time.
With scenarios laid out, and delicious cupcakes for desserts, the students then had to narrow down to just one scenario out of the eight that were formed in round one to best represented the idea that they were trying to market to an audience.
At the beginning of round two, students were shown this video from Visit Wales’ 2016 campaign:
Though brief and a bit abstract, the video sells a concept of North Wales, even though it isn’t very direct. For this week’s take home challenge, students are being asked to create a similar sort of video, with their own original ideas of how to sell wellness and adventure tourism in North Wales to the wider world.
In the next week, teams are tasked with answering real world questions that many businesses debate every day, how can they brand their ideas, communicate those ideas in appealing and fresh ways, and possibly incorporate technology that is already available to people to market their ideas?
Next Tuesday students must practice their public speaking skills, because a PechaKucha presentation in front of the companies is their final task, with the video to follow their words.
A precise style of presenting that originated in Tokyo, PechaKucha presentations are a fast but effective way to grab an audience’s attention, especially in a world of short attention spans!
Teams will only have 10 slides to present, which can only last a total of 20 seconds per slide. In conjunction with their 30 second video, teams are given only four minutes to present their concepts, promote wellness and adventure tourism, and convince the two sponsoring companies that their ideas are best.
For an example of a PechaKucha presentation, watch this video below:
Check back with us next week as the teams present their fast-paced presentations, and the beginnings of their concepts are unveiled for the first time for Enterprise by Design 2018!