STORY ENGINE	COMMON STORY FOR BALTIC SEA REGION TOURISM            Tarinakone/Story Engine     Anne Kalliomäki, JYVÄSKYLÄ,...
EVERY STORY IS A JOURNEY                          	                         	  Pic.Magic of Nuuksio, Finland,Samuli Kankare
POWER OF A STORY            BY CHRISTOPHER                VOGLER
STORY IN CUSTOMER´S PATH 	     It	  is	  important	  to	  bind	  the	  various	  elements	  of	       the	  product	  into...
STORY IDENTITY  CORE STORY	              MAIN MESSAGE	 CHARACTERS 	                 TIME FRAME	BASIC GUIDELINES FOR   STOR...
MAGIC OF NUUKSIO & STORY OF JUNIPER SPIRIT                            	                            	                      ...
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 Winterb...
CONSTRUCTING A STORY TREE         BRANCHES - 	        THE STORY WE        WANT TO TELL 	       OUR SERVICES, EVENTS,      ...
START BY DRAWING A BIG TREE
1. DEFINE THE ROOTS                         	           TIME:	  	  16.	  45	  –	  17.00	  	                INSTRUCTIONS:	 ...
2. THE TRUNK OF TREE – OUR SERVICES                          TIME:	  	  17.00	  –	  17.15	  	                             ...
3. THE BRANCHES – STORY ELEMENTS                       TIME:	  	  17.15	  –	  17.30	  	                              INSTR...
THE BIGGEST APPLES IN OUR TREE                                 TIME:	  	  17.30	  –	  17.45	                              ...
WRITE YOUR STORYIDEAS TO THE APPLES   INSIDE	  THE	  APPLES,	  WRITE	  3	  IDEAS	  FOR	  THE	    COMMON	  STORY	  OF	  THE...
BRING YOUR APPLES TO THE BIG BOWL              TIME: 18 – 18.30 	                     	      ALL THE GROUPS` APPLES WILL B...
AFTER THE SEMINAR?            PROJECT CONTINUES	STORY ENGINE COLLECTS THE IDEAS INTO ONESHARED STORY TREE THAT WILL BE SEN...
KEEP IN MIND: STORY IS...A TOOL TO TRANSFER EMOTIONS.
THANK YOU	            	            	 	                  MORE INFO: 	               anne@tarinakone.fi 	 	   	   	  http://w...
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Common Story for Baltic Sea Region Tourism StoryWorkshop by Tarinakone 2011

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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 StoryWorkshop by Tarinakone 2011

  1. 1. STORY ENGINE COMMON STORY FOR BALTIC SEA REGION TOURISM Tarinakone/Story Engine Anne Kalliomäki, JYVÄSKYLÄ, FINLAND www.tarinakone.fi
  2. 2. EVERY STORY IS A JOURNEY Pic.Magic of Nuuksio, Finland,Samuli Kankare
  3. 3. POWER OF A STORY BY CHRISTOPHER VOGLER
  4. 4. STORY IN CUSTOMER´S PATH 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
  5. 5. STORY IDENTITY CORE STORY MAIN MESSAGE CHARACTERS TIME FRAME BASIC GUIDELINES FOR STORY DESIGN MAIN THEMES
  6. 6. MAGIC OF NUUKSIO & STORY OF JUNIPER SPIRIT Pic: Magic of Nuuksio/Samuli Kankare
  7. 7. STORY IS A TOOL
  8. 8. STORY MAKES A FEELING
  9. 9. WHAT IS OUR STORY IDENTITY? Pic.Magic of Nuuksio, Janne Ylönen
  10. 10. COULD IT BE FOUND FROM HISTORY? Turku medieval festival
  11. 11. COULD IT BE AROUND A CERTAIN TIMEFRAME? Pic: Turku Touring /Cafe in Turku
  12. 12. FROM OUR SHARED ENVIRONMENT?Pic: An archive of Regional TouristInformation Centre in Koszalin. International Winterbather’s Rally
  13. 13. CONSTRUCTING A STORY TREE BRANCHES - THE STORY WE WANT TO TELL OUR SERVICES, EVENTS, SPECIAL PLACES ETC. ROOTS - THE MOST IMPORTANT THINGS
  14. 14. START BY DRAWING A BIG TREE
  15. 15. 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.      
  16. 16. 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?    
  17. 17. 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.  
  18. 18. 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.      
  19. 19. 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.  
  20. 20. BRING YOUR APPLES TO THE BIG BOWL TIME: 18 – 18.30 ALL THE GROUPS` APPLES WILL BE PRESENTED AND DISCUSSED TOGETHER.
  21. 21. AFTER THE SEMINAR? PROJECT CONTINUES STORY ENGINE COLLECTS THE IDEAS INTO ONESHARED STORY TREE THAT WILL BE SENT TO ALL PARTICIPANTS BY TURKU TOURING.
  22. 22. KEEP IN MIND: STORY IS...A TOOL TO TRANSFER EMOTIONS.
  23. 23. THANK YOU MORE INFO: anne@tarinakone.fi http://www.tarinakone.fi/en  

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