Cultural Heritage Action Labs:

-Audience Development techniques for Heritage

-Discover Cultural Heritage through Creative Tourism

ECONOMÍA CREATIVA

CONSULTANCY creates

development strategies, policies

and brands that shape the future

of people, places and businesses

around the world

Clients & Partners

“Discovery consits not in seeking new

lands but in seeing with new eyes”

Marcel Proust

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Action Lab

‘Audience

Development

Techniques for

Heritage

Conservation and

Sustainable

Development’

The Action Lab ‘Audience Development Techniques for Heritage Conservation and Sustainable

Development’ has the aim to encouraging public and private stakeholders to reduce the gap

between theory and practice in heritage conservation and between conservation experts and

other professionals involved on heritage management and the wider public through modern

techniques of audience development with digital technologies and social media platforms and

offline events and performances.

Through the Action Lab participants will be immersed in a self-discovery journey to explore

World Civilizations, history, cultural heritage, nature, identity and their links to travel,

cultural exchange, socioeconomic and sustainable development.

Participants will co-create the Heritage Conservation Audience Development Plan, an strategic

document involving different stakeholders (conservation experts, marketing and

communications, tourism boards, etc.) and will create storytelling and narratives on social

media (Instagram, facebook, etc.) to raise awareness to wider audience of the importance of

heritage conservation for sustainable development

Action Lab ‘Audience Development Techniques for Heritage Conservation and

Sustainable Development / Concept and Objectives

1. Presentation of best practices on Audience Development techniques and

narratives on Heritage Conservation by leading institutions globally

2. Working in groups through ‘role games’ representing public and private

stakeholders within cultural heritage, museums and tourism industry- in

order to

a) Co-create Audience Development Plan for Heritage Conservation an strategy

including different stakeholders point of view to better communicate, raise

awarenes and actively involved heritage visitors and audience in the advocacy for

conservation and inclusion of heritage as catalyst for sustainable economic

development

b) Design in groups creative strotytelling and narratives in a practical way to

implement the Audience Development Plan for Heritage Conservation through

digital technologies (including social media) and beyond

3. Conclusion: final remarks and food for thought by all participants

Action Lab ‘Audience Development Techniques for Heritage Conservation and

Sustainable Development / Concept and Objectives

Action Lab ‘Discover Cultural Heritage through Creative Tourism’

The Action Lab ‘Discover Natural & Cultural Heritage Through Creative Tourism’

has the aim to encouraging public and private stakeholders to co-create

strategies for developing the synergies between creative tourism and

natural/cultural heritage

experiences to bring to life world civilizations and themes characteristic of a place

for travelers and local inhabitants to rediscover themselves.

The aim is to develop innovative ways of putting in value cultural heritage, both

tangible and intangible, for creative tourists to immerse themselves in the local

traditions, history, folklore and art, taking an active role, learning and exchanging

experiences with locals.

Action Lab ‘Discover Cultural Heritage through Creative Tourism’ / Concept &

Objectives

1. Apply the Creative Tourism Business Model for developing strategies and

creating experiences to bring to life World Civilizations and inner place

identity (nature, landscape, history, etc.)

2. Develop project ideas –working in groups through ‘role games’ representing

public and private stakeholders within tourism industry- in order to

a) Design strategies to encourage and facilitate innovative policies to harness the

synergy between natural/cultural heritage and sustainable creative tourism

b) Create iconic experiences for travelers to explore World Civilizations in a

contemporary way

3. Identify challenges and opportunities to further develop the Creative

Tourism and Natural/Cultural Heritage contribution to socioeconomic

development

Action Lab ‘Discover Cultural Heritage through Creative Tourism’ / Agenda

We provide an unique experience, creative and full of action that transforms participants:

Learning design: research, preparation meetings, activities planning, etc.

Action Lab delivery (two facilitators) team building + presentation + creativity coaching + project development

Event photography, community management and dissemination -before, during and after- through Facebook, Twitter, LinkedIn, Instagram and/or blogs

Follow up meetings, workshop evaluation and analysis

Short report to summarize the strategies and experiences co-created by participants; and the challenges and opportunities identified to develop the synergy between cultural heritage and sustainable creative tourism

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Our Action Labs: Experience + Learning + Inspire + Insight

Expertise on

Creative Tourism,

Cultural Heritage & Audience

Development

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What we do RESEARCH, DEVELOPMENT & STRATEGY

13

What we do

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RESEARCH, DEVELOPMENT & STRATEGY, INVESTMENT FEASIBILTIY

We conduct research to identify global trends on tourism, analyse the behaviour of key

demographic groups such as millennials, creative class, boomers, etc., evaluate the impact

of global affairs on tourism industry (Brexit) as well as tourism model on labour market,

region competitiveness and sustainability. Our research methodology combines both

quantitative and qualitative techniques. We focus on delivering research that leads to

strategic action plans for destinations and business development.

We also carry out investment feasibility studies for regenerating cultural heritage sites or

project development. We advice on EU funds.

Publications:

Creative Storytelling for Tourism Audience Development (2017) included at UNWTO

International Year of Sustainable Tourism for Development

The impact of Brexit on Tourism and Real Estate markets in the EU

Reinventing Costa del Sol Through Creative Tourism (2015) included by OECD at

Forum LEED (Local Economy and Employment Development

Lifestyle Hotels, Millennials and the Creative Class (2015)

What we do WORKSHOPS, INNOVATION LABS, ROUND TABLES & AD HOC

TRAININGS

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What we do

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WORKSHOPS, INNOVATION LABS, ROUND TABLES & AD HOC TRAININGS

We create unique experiences for trainings, networking and dissemination through social

media. Our trainings are focused in the action, concrete results & learning. We document

the workshop with photography and a brief analysis great for storytelling.

Our workshops are made to order, normally on the following topics:

Destination Marketing, Audience Development & Creative Storytelling

Strategy & Innovation

Creative Branding & City Logo

Creating experiences and services Design for creative tourists (from gastronomy, to art,

sports or wellbeing)

Creative Business Modelling & Tourism Startups

What we do

CRAFTED JOURNEYS

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FOCUS GROUPS

What we do

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FOCUS GROUPS

We conduct and direct focus groups with different stakeholders in the tourism industry:

public authorities, tourism boards, hotel associations, SMEs, entrepreneurs and consumers

in order to identify gaps, challenges and opportunities for developing a Creative Tourism

Business Model, new products, services and experiences for the ever demanding creative

class.

CRAFTED JOURNEYS

We design travel routes, develop concepts and ad hoc creative travel requests to help you

discover the world with new eyes

Publications: Tourism

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Publications: Tourism

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Creative Storytelling for Tourism Audience Development

Brexit Impact on EU tourism and real estate markets / Focus on Spain

Creare Mediterraneus, searching the roots in a digital way an online platform to

boosting creative entrepreneurship, creativity and bring back to life cultural heritage in

the Mediterranean Region presented at International Platform on Integrating Arab e-

Infrastructures in a Global Environment, e-AGE 2015, Casablanca, Morocco, December

2015

Reinventing Costa del Sol through Creative Tourism, included at the Local

Economic and Employment Development, Forum on Partnerships and Local Development,

OECD

Creative Tourism Strategy: Málaga Costa del Sol (Spain)

Lifestyle Hotels, Millennials and the Creative Class outlining the global trends in

the hotel industry and the demographic behavioural changes and their implications for a

new conception of destination and outlets management in the tourism industry

Free to be Yourself. Luxury Stories 2015. Research linking tourism and a new

conception of luxury

Food and Travel Trends 2015 in which we link gastronomy and tourism to provide

strategic insight for businesses and destination marketing and development

Team

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Antonio Carlos Ruiz Soria

Principal Researcher Facilitator & Coordinator

Antonio Carlos is an international creative & digital economy

consultant and speaker, co-founder and CEO Economia

Creativa Consultancy. He has delivered expert advice, research,

capacity building, workshops and conferences for institutions

such as the European Commission and Council of Europe,

corporations and SMEs, NGOs, Universities and other

stakeholders. He has undertaken field work in more than ten

countries, including UK, Belgium, France, Spain, Poland,

Hungary, Morocco, and Finland, among others, on tourism,

creative and digital economy, innovation and entrepreneurship.

He is project leader of ‘Reinventing Costa del Sol through

Creative Tourism’ included by OECD at Forum LEED (Local

Economy & Employment Development) .

Before Economia Creativa, Antonio Carlos worked in corporate

strategy and consumer behaviour analysis at The NPD Group, a

leading global market research consultancy, and as data and

market researcher at Brindisa Ltd., a gourmet food importer,

both in London (United Kingdom).

He holds master degree in Economics from Seville University

(Spain), completed with courses on international economics at

London School of Economics (UK) and political science and

international relations at Francois Rebelais University in Tours

(France), EU, Regions and policy making at the Committee of

the Regions and Tourism SME Management at EOI Business

School (Spain)

He is fluent in English and Spanish, with a good command in

French and basic Polish

Justyna Molendowska-Ruiz

Researcher, Facilitator & Community Management

Justyna is co-founder at Economia Creativa Consultancy. Her

work focuses on digital marketing, research (creative economy,

tourism and hospitality) and content editor. She has been

facilitator and event producer at numerous workshops and

trainings about communication, tourism, marketing and social

media and project development in an international level

(recently she has been facilitator at the Seminar Reach More

Youth, Erasmus Plus, European Commission ,in Brussels,

Belgium. She has managed online dissemination for

international conferences such as Creative Innovation Global

2016, Melbourne (Australia) as Endorsing Partner.Prior to co-

founding Economia Creativa, she worked at Model Fruit Garden

at Royal Horticultural Society (Wisley, United Kingdom) where

she was responsible for service management, staff training,

organizing and participating in events and public

demonstrations.

She holds a MSc in Horticulture from University of Life

Sciences in Lublin (Poland). She has realized stages in Scotland

and England about fruit and vegetables production and trade.

She has studied Digital and Social Media Marketing at Salford

Business School and EU, Regions and Policy Making at the EU

Committee of the Regions.

She is fluent in English, Polish and with a good command in

Spanish

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Successful stories Projet Storytelling

Workshop, Barcelona, Spain,

May 2017

Delivered at Communication

Seminar organized by

INTERREG Europe,

European Commission, for

100 Lead Partners of

transnational projects on

SME Competitiveness,

Research and Innovation

(including projects on

tourism and heritage),

Environment and Low

Carbon Economy

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Successful stories

Tools for Creative

Entreprneurs:

Crowdfunding Branding

& Storytelling / Focus

EU – LATAM.

organized by Spanish

Embassy in Brussels

with the collaboration

of multiple stakeholders

addressed to creative

entrepreneurs

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Successful stories Scientific contribution: The Future of Audience Development

ADESTE Audience DEveloper: Skills and Training in Europe, Deusto University (Bilbao, Spain) /

Creative Europe Funded project.

We are a creative & innovation consultancy working with multiple stakeholders to drive transformation around the world.

On Creative Tourism and Cultural Heritage we provide research & development, workshops and advice for businesses, policymakers and institutions on strategy, service/experience design, impact assessment, investment feasibility and project developemnt

We deliver our services both online and offline. We apply co-creating techniques with a bottom-up approach for policy making and project development.

We look forward to meet you in person/skype to dicuss your concrete needs and challenges and outline a unique service/experience to solve them

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Services conditions apply. 30% of service fee to be paid when booking service. Work starts after payment. VAT not included. External costs, travel & accommodation expenses, printing stationary not included.

Services

Web: www.economiacreativa.eu

Contact: contact@economiacreativa.eu

Telephone: +34 636434966

Skype: economiacreativa

We are based in Málaga, Spain, working globally

All rights reserved by Economia Creativa Consultancy 2016