The Experiences Tour
Strategy, Design, Production
A Countrywide Tour
The Experiences Tour was an open conversation with young students of the Vocational Education System in Albania. We were tasked to conduct a survey with 1.000 students across the country, but through our research we understood that just putting a piece of paper in-front of them would not bring us the desired results. Instead we suggested to shift the conversation and bring agency to the students, put them in the driving seat and inspire them to make the questions. Hence, switching from a formal questionnaire to an engaging and inclusive one, where open and non-indicative questions become part of the process.
“The Experiences Tour” was a countrywide tour, one that resembled visually more to an artistic tour than a rigid research methodology. This branded tour had a refreshing and appealing look while inviting all the students from Albania to become part of it, both physically and online. The research and communication team visited the entire chain of VET institutions around the country and opened a conversation with the students through social media channels of Gjen. R.
Students as brand ambassadors
Some of the most notable students became Brand Ambassadors of the tour and were encouraged to create content that would bring more engagement across students. The project lasted two months and the team assembled was made of five in-house members, a research team made of eight members and two experts from our pool of experts.
Tens of students accross the country became part of “The Experiences Tour” through various tactical executions. They created content with the help of our team that was shared both on our platform “GjenerataR” and their personal social media profiles. The content created was also shared by the schools and public institutions.
A moving identity… Again
All the brand elements – logo, photography, videography, work together to tell the story of vocational education students from their perspective.
During the two month Tour throughout Albania different activities and activations like short challenge videos and highly visual images were created and posted throughout social media, creating engagement with the Vocational training community.
