Beyond the stories – as the main marketing content to be created through the open innovation system – marketing designs to be exploited for merchandising products and souvenirs should also be created. This is not only a potentially remarkable source of revenue for the destination, but also a key element of the branding strategy to make the destination popular.
The Open Innovation System should target both professionals and young talent who want to become professionals. Many kinds of strategies to obtain the desired outcomes could be used:
- Private ideation contests for the destination businesses
- Public ideation contests for the destination management organization (DMO)
- Non-profit ideation contests for non-profit organizations supporting the destination
Given that design crafting is an individual job requiring inspiration and talent, rather than expertise, research and a great deal of workload, the ideation contest is the most adequate approach for this type of outcome. The non-profit ideation contests are a hybrid formula to leverage the power of mission-driven activities to motivate contribution, for instance, in order to let non-profit organizations develop a merchandise product portfolio as a new source of revenue to support their mission-driven activities.
Contributors could be sourced in many different networks and locations, such as:
- Professional associations worldwide
- Online marketplaces specialized in design and arts
- Design schools and Art faculties in universities worldwide
- Primary and middle schools, as an educational challenge for them
- Announcements in the social media channels of the destination management organization
This article is from the White Paper “Envisioning Open Innovation in Destinations”, available for download in www.envisioningtourism.com/whitepapers