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STORY WORKSHOP COMMON STORY FOR BALTIC SEA REGION TOURISM 14TH OF SEPTEMBER 2011, FINLAND ”Common Future for Baltic Tourism II” European Strategy for the Baltic Sea Region: Priority Area Tourism Flagship project 12,7: Attract tourists to rural areas esp. coastal ones In the end of the first day the Story Designer, Anne Kalliomäki from Tarinakone/StoryEngine told how to take advantage of storytelling creating common story identity for BSR Tourism. Story-based service design uses narrative structures to tie together the various elements of the service. A story-based service concept gives customers a memorable service experience that makes your service stand out from the crowd. Stories create emotions, and emotions yield results. Before starting to design a company’s customer experience, it’s essential to establish the company’s story identity. One of the main aspects of the story identity is company´s core story. The story identity is used as the foundation for all company´s story design. In the Story Workshop it was used the StoryTree method developed by Anne Kalliomäki of Tarinakone to create stories for BSR tourism. StoryTree is a simple approach to discovering the essence and the core of a company - or a geographical region. In the StoryTree method, three mind-maps are created into a shape of a tree. The mind-map in the roots of the tree is the diamond: the core message of the area. The trunk of the tree depicts the services and special places of the area. The branches of the tree carry the story elements, details, themes, characters, historical frames etc. The StoryTree is a process and a tool for brainstorming and collecting ideas together. The method helps to define the unique elements of the experience is offered to tourists exploring certain area. What is the story line that will merge the customer experience into one common theme? A theme, which will grow into a full story and keep sprouting new shoots in the all tourism services that are provided. The Baltic sea, its nature and history are like a canvas, onto which the common story can be painted. We are its painters, said Anne Kalliomaki from Tarinakone/StoryEngine. Tarinakone (2008) helps companies and organization on the tourism industry to find effective ways to use stories and dramaturgy in producing better and more memorable experiences. Tarinakone specialises in using story design to commercialize experiences. More info: www.tarinakone.fi/en
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COMMON STORY FOR BALTIC SEA REGION TOURISM Tarinakone/Story Engine
Anne Kalliomäki, JYVÄSKYLÄ, FINLAND www.tarinakone.fi
STORY ENGINE
EVERY STORY IS A JOURNEY
Pic.Magic of Nuuksio, Finland,Samuli Kankare
POWER OF A STORY
BY CHRISTOPHER VOGLER
It is important to bind the various elements of
the product into a coherent story to make the experience catching and a9rac:ve.
At its simplest, the use of a story helps in jus:fying to the client what is done and in which order.
LEO: www.leofinland.fi
STORY IN CUSTOMER´S PATH
STORY IDENTITY
CORE STORY
MAIN THEMES
TIME FRAME CHARACTERS
BASIC GUIDELINES FOR STORY DESIGN
MAIN MESSAGE
MAGIC OF NUUKSIO & STORY OF JUNIPER SPIRIT
Pic: Magic of Nuuksio/Samuli Kankare
STORY IS A TOOL
STORY MAKES A FEELING
WHAT IS OUR STORY IDENTITY?
Pic.Magic of Nuuksio, Janne Ylönen
COULD IT BE FOUND FROM HISTORY?
Turku medieval festival
COULD IT BE AROUND A CERTAIN TIMEFRAME?
Pic: Turku Touring /Cafe in Turku
FROM OUR SHARED ENVIRONMENT?
Pic: An archive of Regional TouristInformation Centre in Koszalin. International Winterbather’s Rally
CONSTRUCTING A STORY TREE
ROOTS - THE MOST
IMPORTANT THINGS
OUR SERVICES, EVENTS, SPECIAL PLACES ETC.
BRANCHES - THE STORY WE WANT TO TELL
START BY DRAWING A BIG TREE
1. DEFINE THE ROOTS
TIME: 16. 45 – 17.00
INSTRUCTIONS: WRITE A MIND MAP TO THE ROOTS
OF THE TREE
THINK ABOUT THE KEYWORDS, VALUES AND WHAT IS ESSENTIAL IN
OUR COMMON HISTORY AND SHARED ENVIRONMENT.
2. THE TRUNK OF TREE – OUR SERVICES
TIME: 17.00 – 17.15 INSTRUCTIONS:
WRITE A MIND MAP TO THE TRUNK OF THE TREE
What are the services we provide? Special experiences? What kind of experiences do our customers want?
3. THE BRANCHES – STORY ELEMENTS
TIME: 17.15 – 17.30 INSTRUCTIONS:
WRITE A MIND MAP TO THE BRANCHES OF THE TREE
What is the story we want to tell together? CHARACTERS? COMMON THEMES? THE HISTORICAL TIMEFRAME? DETAILS? SPECIALITIES? SYMBOLS? TALES WE ALREADY HAVE IN COMMON ETC.
THE BIGGEST APPLES IN OUR TREE
TIME: 17.30 – 17.45
FLIP THE PAPER OVER AND DRAW 3 APPLES ON THE OTHER SIDE OF THE PAPER.
WRITE YOUR STORYIDEAS TO THE APPLES
INSIDE THE APPLES, WRITE 3 IDEAS FOR THE COMMON STORY OF THE BALTIC SEA REGION.
THE IDEAS CAN BE FOR E.G. THEMES, CHARACTERS OR HISTORICAL TIMEFRAMES.
BRING YOUR APPLES TO THE BIG BOWL
TIME: 18 – 18.30
ALL THE GROUPS` APPLES WILL BE PRESENTED AND DISCUSSED TOGETHER.
AFTER THE SEMINAR?
STORY ENGINE COLLECTS THE IDEAS INTO ONE SHARED STORY TREE THAT WILL BE SENT TO ALL
PARTICIPANTS BY TURKU TOURING.
PROJECT CONTINUES
KEEP IN MIND: STORY IS...
A TOOL TO TRANSFER EMOTIONS.
