The Mystery Tour : let’s get started
Organize a 2-day experience
• Target group should be well-described
• Destination: a remote British environment
• Create a world of fantasy
• The participants should take on a roll
1. Find a location
Surf the internet, visit sites on the UK (Scotland, England, Wales, Ireland) and try to
find a location that is remote and that expresses a mysterious atmosphere.
2. Give a description of the target group you want to attract
a. Socio-economic group? What social class does your target group belong to?
What is their income and how much are they willing to spend?
b. Occupation? Businessmen? Teachers?
c. Life-cycle and marital status? (singles, single parents, newly married couples,
couple with children, empty nest parents, …)
d. Lifestyle? Activities and hobbies? Interests? Opinions?
3. Find a theme
Create a concept based on a theme out of
e. a television show
f. a series
Examples: Picasso, Harry Potter, the battle of Hastings, Sex and the City, Robin Hood,
4. Read a lot of information about the theme
a. Create a title for your mystery tour
b. Create activities based on the theme
c. Give those activities a name
d. Make sure that the participants take part in the story
e. The teambuilding starts when leaving from Kortrijk
f. Add elements of the theme when travelling
5. Find an identity for your organization (corporate design, corporate communication,
a. Think of a name
b. Think of a logo (keep it simple)
c. Create a baseline, based on max. 3 USP’s
Write down all benefits of the events of your organization that can
be linked with one of the USP’s e.g. USP = customer satisfaction, a
benefit might be: providing plastic raincoats when organizing in
Put those benefits in order of importance
Indicate those that distinguish your organization from another
Pick the strongest one.
Turn this one into a catchy baseline of maximum 7 words
d. Create some corporate guidelines
Pick maximum 2 colours that fit in (+ add numbers) See
Way of addressing your target group e.g. when picking up the phone?
When writing a direct mail?
Dress code/outfit of the employees ?