http://blog.qooza.hk/evil527?eid=13298826

http://hcfish.xanga.com/710839729/%E5%A4%8F%E4%B9%8B%E5%8C%97%E6%B5%B7%E9%81%93day-3/

http://kyoto.deray.org/A029878C-27FB-485B-A4D4-AFAA12AA1821.html

Advance traveler’s blog:

http://travel2007.mysinablog.com/index.php?op=ViewArticle&articleId=1945931

http://wendygotravel.mysinablog.com/index.php?op=ViewArticle&articleId=1912887

http://yeemui0608.mysinablog.com/index.php

旅行優惠網站:

http://travelfromhk.com/

http://www.taiwanbesttrip.net/groups?lang=zh

(shadow)

if you need the blog’s captured pictures in powerpoint , then i can send those to you . Thanks!

here is the link of my photo of all parts , would u guys plz download for use:)

http://www.sendspace.com/file/r9duy9

thx

The market

- keen competition, slim profit,  ad hot marketing

The client

- rank 3rd in terms of turnover

- targeting upper-middle class

- having an open and creative compnay culture

The product

-”EGL Leisure” : hotel and air ticket package for FIT, Free Individual Tourist segment, which represents 40% of total market.

The target

- young people, high income, single/DINK

The challenge

-The growth of EGL leisure fell behind the industry performance, probably due to its strong link to Japan ( people overlook its tours of other countries), the wrong media channels and other  reasons to be identify.

The deliverables (language : chinese)

- A cost effective campaign with may include items of informerial in CTV, on-line advertising, digital marketing, re-designd marketing materials, and other guerilla ideas.

Our 1st insight

shadow’s insight

1.)Traveling not only 吃喝玩樂 nowadays.

It has a “ Jump out of the Schoolyard” Campaign, they gave the chance for student to be the volunteers for helping people in slum district, like 山區學校. Student can experience the culture and also can bring the happiness for others to make their trip more meaningful. This is the benefit of EGL tours to give people a healthy image. And also change the perception of travel agency is only provides a planned route of travel for people just to have fun.

2) They are trustworthy, but only on Japan tours, people are not dare to try their tours except Japan tours .

3.)From the forum, we can see there is many Hk people were blaming how bad experience with the tour guides they had before. People trust the comment on the forum. And the comment and experience will affect their choice of travel agency for next trip.  Young people like to go online forum and some social networking website to get their information or even share their travel experience on it.

tet’s insight

1. Revamp the Chinese Tour/ package is the new direction of Egl Tour
According to the Decoration of the Egl RetailShop,but Chinese Tour / Tour is not so cool in the TA’s mind.They are looking for the travel smart and cool. Revamp the image of Chinese Tour to make people travel China by Egl Tour will be smart and cool, juz like “東型遊”(Juz Kidding). And that Fatal the mainland travel expert, 中旅社.

2.Flexible / randomness combination of the package(Slot Machine)
I agree with Ling’s idea, the package is not so flexible or maybe the customer don’t understand how to be more flexible on choosing the package. We could suggestion more different types package, just like slot machine.  The customer just need to provide their budget, Egl could suggest few travel package and tour to the customer randomly(it could be generated by the website or OB  booth)

3.Smart and Causal Travel (Promote some package with Hip Hotel and special Path)
Most of people think the Free walk will be more flexible and lower price (it is so common la=.=),
We can  think it more alternative or increase the vaule of it. I suggest to create an image of free walk by Egl will be Smart and Cool.The Target Audience will be focus on the fresh gradate students who get a job around 1-2 years, because their Consumption and Curiosity is very great. And they would like to travel with a difference.

That’s all what I suggest,Thx. Tet

olam’s insight

1. By comparing to other famous travel agencies, such as 永安, 康泰 or 中旅, EGL seems to be just a small potato in my own opinion although I have heard their name for a long time. The name really limited their potential clients because it sounds like they are only having tours to Japan or other south east countries. However, I don’t think it is necessary to change the company’s name because they used this name for a long period of time and people already know the existence of the company (brand value). May be we should find out a new identity for EGL such as different theme colours or slogans.

2. I agree with Bambie that people nowadays will do a lot of research on the internet before travelling. I compared many travel agencies’ websites. Most of them contain a lot of information (text + images) in a clean and clear way, but I found that EGL’s website is not very user friendly, its is very untidy and difficult to find the information that you want. It is possible for us to improve their website.

3. I think it is a good idea for us to help EGL to promote their “secret” services, ie. euro tours. Also expanding their market should be under consideration.

thomas’s insight

1. Higher price but keep in good quality
Although they are the highest price among their competitor, but they also keeping their services in good quality,
i found that different forum user also comment their 導遊 is the best among different travel agency. it can be the selling point on their tour products.

2. Different media to approach their target audience
Besides using traditional meida like print or TVC, it also sponsor young model like “Yumi” and “Melody” to go to 海南島拍寫真,
This is one of the suitable way to promote their brand name in young people market as “young model” is the hot topic in HK now.

3. EGL also producted their own travelling video
It is also a different way to promote their uniqueness scening spot, and also upload to online video channel (youtube), as young people like to watch online video, it’s also a good promotion strategy and can be further development.

cling’s insight
1. WING ON/ HONG THAI may not be EGL’s greatest threat

young FIT prefers booking air ticket & hotel online directly instead of booking through any travel agency

2. PRICE is a big concern for young FIT

buying package from travel agency is more expensive, that is what FIT think. They would like to spend those extra money on better choice.

3. NEW BENEFITS of EGL package for FIT

People who likes to 自由行 enjoy spending lots of time on research and planning.
The benefit of saving up their time doesn’t seems attractive to them.
What are the other(or new?!) benefit for them?
e.g. free gift for buying package:  自由行必備的EGL guidebook !!!

For the media…

* Forum is best friend of all the young FIT*
whenever they plan for a trip, they will first go to forum to research.

clara’s insght

Here are my observations:

1) Organizing tour to Japan since 80’s, EGL tour is one of the Professionals in
tourism industry in Hong Kong,

2) EGL tour is keep going forward – Great improvement in customers’ service
and expansion in business

3) The coverage of promotion is not big enough to penetrate the potential
customers.

bambie’s insight

my insight from my observation so far:

-   I dun think the name 東瀛遊 had limit its development, instead I think the name help 東瀛遊 to differentiate itself from the market.
as they are really doing good in Japan travel (from research of forum) and they did a lot on promoting themselves as “japan expect” .
e.g, egl mart (online shop for people to buy stuff that in japan), even their travel introduction page on site were full of japan traffic only.

-   and as people were more likely to go travel as a free traveler. They all like to search information or travel tips online.
I think egl are starting to do something to match this trend, they have establised forum and pages talking about travel tips and new tourist spot.
However, it’s not very well done and not many people know about them.
I think they should work on it more or promote 東瀛遊 as a site of providing professional travel information and they may provi de the booking service at the same time. (one-stop service)

-   東瀛遊 have plans such as “跳出校園計劃” and “向健康出發”, and I think they were all meaningful and young people will interested on those as they all like adventures.
Going travel is no longer sightseeing to them, they all want to learn cultures or see countries in another way.
I think there’s opportunites in there. 東瀛遊 may become an expert on this kind of plans, and it maybe a new trend for young people when they had their graduation trip.
For more, maybe it can helped 東瀛遊 to develope more from their “japan expert” image,
become a travel agency that people will choose when they choose for advertures or “different kind of travel experience”.

1st client meeting

meeting with EGL Excutive Director Steve K.C. Huen, Senior Manager Jacky Hui, Marketing Executive Sunny Ho

Some information we get from the meeting

- nowadays female take the role make decision on travel issue, male are the one to pay.

- people travel for 開心 or 散心

- average hong kong people travel aboard for more than 11 times a year.

- EGL is both retail and wholesale, especial for Japan packages.

- EGL is adding new lines apart from japan, like Thailand, Australia, china,etc.

- EGL got added value services like phone booking, 24 hours e-commerce, 接送, half day trip, guidebook, toll free query phone.

- their competitors are WingOn永安, HongTai康泰, Travel Expert專業旅運

- their claim is they are reliable and trust worthy.

Our objective is to help EGL attract new FIT costumers,
let them know more about their FIT packages.
Show them the meaning of travel, which represents the spirit of FIT.

[ photos: cling/ clientmeeting1 ]

2nd client meeting

meeting with EGL Marketing Executive Sunny Ho and FIT team

They mention details of  their added value services

- free hotel brochure

- tailer made package for customers.

- iRoom booking service, but only for japan package at this moment.

- DHL deliver packages services

they got some so-called  unique added value services, but actually other agencies also have.

- they want to attract some younger customer at the same time keep their luxury image.

- they believe image building is very important, and they think what they have done are thematic advertisement already.

[ photos: i rmb tet has taken some picture on tht day:D ]

the return brief

After the 2 client meeting and the research, we figure out something.

Problem claimed by EGL itself : low budget, weak in FIT

YET,

Fundamental  Problem of EGL Leisure : NO OUTSTANDING PERSONALITY

Apart from giving suggestions on the request of added-value service, however, it may not work, as they may be easily copied by others very quickly.
We are going to give some long-term suggestions to improve their image and let more people know about them, within the budget.

SO,

Solution: to add a position(attitude/character/personality) to EGL.

Make EGL a leader to inspire and educate people the deepest meaning of travel.

Get : all potential traveller

To : think of EGL whenever they think of free individual travel

By : establishing a FIT leadership image for EGL

“Doing this project is like traveling for a trip”, i remember KC said that at the final presentation. It’s true that these weeks we were like travelers, exploring and learning new things. I always believe that, the process is more important than the result; not to say our result is indeed quite positive.

This is my first time dealing with a real client so closely. Unlike what I have done during the internship in Shanghai. This is more intense because we are going through the whole campaign from the brief till the final presentation. Having chances to meet the company executive director and their senior teams face to face, chit chat with them, finding their fundamental problem, contacting them for meetings and arrangements. We act as the role of both account executive and creative; special thanks to our ECD to consult us . I know that in real situation, we may not be able to have such a nice client, who are so gentle for the critiques.

From the insights, brainstorming ideas to executions, 10 weeks seems too short, or actually we are working a bit slow. Anyway, we have made 13 print ads, 5 TVCs, 1 website, 1 web banner, 1 ambient, 1 iphone application. We spend most of time on refining ideas. Also we have tried to work things out from different style of what we have learn in the past two years. I think it is a nice thing as we need to be flexible. Idea comes from anywhere, sometimes sitting still for 4 hours does not mean you can come up with a brilliant idea. It is quite effective and fun for each of us with our computers on, chatting randomly on the interesting issues. Enjoy the process is crucial.

Whether the client really adapted our work or not, we have done what we think is right for them, in which reaches their objectives. Although there are still rooms for improvement, it is still a project that i feel content with. I feel glad to take part in this project and work with the greatest teammates. No doubt that this project will be one of the best in my portfolio.

I look forward to having more BEST in the near future

-educational print ads ideas
a) a girl exchanging the air in test tube, saying “將我上一次來呢到既空氣　同今次既交換　會得到咩呢？”
b) use三角尺 to measure the best angle to take fotos of sunsets “用邊一個角度影呢到　先可以提醒自己珍惜呢？”
c) using a tripod to dram in the middle of a park “向前一步　定向後一步呢？”

d) a guy stand in the middle of the salt lake , ” 如果從來冇人話你知天同地嘅分別”
[reference photo: cling/photos/reference/print ad/disappearingLine.jpg ]

e)lots of photos on the table, all photos are scenery without people, ” 一個人旅行也很快樂”
[ reference photo: cling/photos/reference/print ad/1mantrave.jpgl ]

-recruitment print ad

i, black suitcase in the middle with very messy stuffs around,
“懂得取捨，得到嘅會更多”

then change to “掏空自己去旅行”

[ reference photo: cling/photos/messy suitcase ]

ii, I spy layout

website

- use “brain” as a visual indicator of 升level, 愈有腦就可以去旅行

ambient

-place real suitcase in real library in university,

web banner + recruitment print ad

- and tht I spy layout we got before

TVC

script (i’ve sent mine to u, both the b4 and after:D)

Sustainable elements in website

-iphone application – calender reminder

[ reference photo: cling/photos/reference/ iphone application ]

- 101 excuses

edit by BAMBIE

editted by CLING

1)lost and found
2)離開係為左搵留低既理由
3)forward/backword
成件事仲未confirm
可能我地會利用media去幫promo件事
或者係拍一Ｄ片…
尚未定！

tMeeting on 18/09
粗略把今天的點子記了下來, 歡迎edit補充~
- 尋人
- google map -> 迷宮
- keep walking
- 真正的旅行是牽動情感
- 唔好代入人地的角色(i forget the Eng…)
- 見過太多反而想睇真野
- walk the talk, talk the walk
- 因放縱而放下
- 放下現在的自己, 在新的地方尋回原本的自己 (放低自己去旅行)
- 去一次旅行, 就少了一次旅行的機會

Meeting on 21/09
We developed 2 Plans today
1) Plan “Gip”son (banned)
Stage One:
i) Viral: 閉路電視拍到有人偷咗好多行李
仲拍到有人拿著很大的行李, 一不小心爆開了, 行李內的東西自己四散不見了 (sth like Extra Gum TVC)
ii) 假新聞
Stage Two:
i) 行李內的objects本身有character, 它們的definition跟旅行有關的 (相機 -> 回憶; log-book -> 日記)

To drive them to the minisite

event: searching for the correct items for suitcase,
there are character muppets hiding on the street, people are asked to take a snap shot of them, and the upload the the website, and they may gain a trip.
ii)Website: Major 大行李有不同疑人化的objects(relate to stage one), 將資料分門別類放入)

2) 兩袖清風消遙遊
(attitude: free to travel, 放低自己去旅行)
Stage One: 神秘組織 viral (like 快閃), viral website
i)在webite及facebook發放行動信息, 一班人去target一d手拿公事包的人,
叫佢地放低武器!!(即公事包)
ii)把行動拍下, 將片段放上youtube及official website, 引起回響
Stage Two:
iii)行動過後再請人免費去旅行(真人show)
iv)在神秘組織official website出egl logo 將viral連繫到egl

23/9

1) new idea
creative travel

- To recruit creative traveller to have a free trip
the copy is like “make good use of  creativity”

We encourage them to find different creative excuses to have a holiday for travel.
Creative travel comes from a creative excuse.

we will have :

-free booklet : 101 excuses for having a holiday included in magazines
-video : a character make a stupid excuses for not going to work (e.g. making a bomb to bomb his boss)
-ambient : true man show, a girl is being tided with the “lamp pole” because her bf dumped her for a free trip.
-event : putting a 1×1 board of a guy in a university lecture room
paper board in lecture room…a paper student is placed in lecture hall, saying he will use any method in order to go travel

2)

fine-tune: 放低自己去旅行

still 神秘組織

stage 1: direct mail : to university and radio channel ( to drive ppl to the website)

stage 2 : website : x way style, custom (海關) feel
when entering the website, a video introducing our神秘組織,
then people need to scan through webcam + enter email address to log in,

stage 3: iphone application
calendar reminder – informative and functional , blow the icons away and remind the holidays

reference : http://theindex.puma.com/
picture: cling/photos/reference/iphone/puma_Index.jpg

3)

1- 旅行是要學習的
2 -人 要學識旅行

website

- Suitcase – key visul
- To pack your own thing to your suitcase

- elements : logbook, ipod, album, map..etc
- encourage people to share, like a blog

25/9

brainstorming of DM
DM to university student

a folder DM who got a 3D suitcase inside
the copy as 打開你既旅程
the “golden key” can be used in the internet to sign in our website
and you key show the key in front of the camara of you computer
as you shake your key, you will be able to customize the style of suitcase.

brainstorming of website

-profit sharing scheme
we will invite those “experienced traveler” to  open a suitcase on our website
and every article tht collected by our user, they will get commission from us

brainstorming of print ad and tvc

-九宮格　用好多人puzzle一個人樣出來

- a 學牌on suitcase carried by uni student everywhere

brainstorming of added value service
-egl leisure should hv uniform and they should hv their own corner in shop

-use coupon to 換旅遊書or 用舊書換新書or 用換書換free trip

- free suitcase style laptop case

29/9

library concept (print, TVC, ambient)
print:
1, suitcases all over the bookshelf
2, DOD the barcode ,borrow the  suitcase (looks like borrowing books)
3,  opening the suitcase in the library ( looks like opening a book in the table)
***I remember shadow had drawn the layout of the library concept, plz scan n include in this part

ambient:
print on the aeroplane seat ( ***shadow has drawn tht as well)

tvc: video verison of the 3 prints

OUR FINAL IDEA

should it be the interim presentation?

edit by bambie
-我地之前諗過egl leisure should hv uniform and they should hv their own corner in shop added

-should we included our “library concept” here? added
- and I think we should mention our final idea in details here  (should it be the interim presentation?)

edited by CLING

like client meeting 1 and 2 should be in “thinking+insights”

client meeting 3(interim present), 4(final present) should be in “concepts to executions”

i will write the information we get from each meeting…( plz add if u guys think i missed , esp meeting 3 and 4)

clara n shadow, maybe u can arrange the information by..

e.g.
after receiving the brief

client meeting 1

after client meeting 1

client meeting 2

after client meeting 2

blablabla…..

*i just give u guys some suggestion, hope it can help:D

Cheers,
Cling

of coz each of us had contribution on different parts of this report
we have to post our own contribution on those “posts” first.
For example, me as the coordinator of part1
you guys hv to post everything you had about part 1 on the post opened by me,
then my job is to organize them and make it a passage to explain everything.

hope u guyz have a clearer idea now,
and since ppl get confused before
they all asked to postpone the time
soooo here’s the new deadline
friday(before 12, noon): get everything ready and post on different parts
saturday(before 3pm): ppl in charged should send yr part to OLAM

any problem?

plz post!!!

ads of EGL:: http://people.sd.polyu.edu.hk/07557310d/EGLads.zip

logos of travel agencies: http://people.sd.polyu.edu.hk/07557310d/logos.zip

About EGL
Tasks of a travel agency
Outbound – out of Hong Kong
Inbound – tourist that come from overseas

EGL believes ladies and children are the dominant force in the market and gentlemen are contributing to the financial support.

Strength of EGL
Faith & honesty
Concentrate on developments and expansion
Professions in Japan tour

Weaknesses of EGL
Lack of resources and financial support on promotions
Following the innovators all the time
Do not have an outstanding personality and image

Problems in the past 10 years: Economic tsunami, Sars, tsunami in the East Asia. EGL tackled the problem by using the power of media to encourage consumers to consume. They turned dangers into opportunities.

______________________________________________________________________

Research on different Blogs

photos: Research > blogResearch > tourists

From our research, people who go to travel can be divided into 2 different groups: tourist and traveler

For the tourist, they would upload the photos to their blog like xanga, facebook,  most of them are related to the food they ate in that place, some portraits photo. Most of the photo they took can see their face in it. Also they would rather write what they did in the whole day, like  what they eat in each meal, how long they take the bus, but not what they feel in their heart, or the observation from the city.

http://blog.qooza.hk/evil527?eid=13298826

http://hcfish.xanga.com/710839729/%E5%A4%8F%E4%B9%8B%E5%8C%97%E6%B5%B7%E9%81%93day-3/

http://kyoto.deray.org/A029878C-27FB-485B-A4D4-AFAA12AA1821.html

photos: Research > blogResearch > travelers

For the traveler, they would  do what tourist do also. But they would observe the place they visit more. The pictures they took not only include their face, but also different observation of the city through their lens. they would like to write what they feel about the city, some insight the get from the cities through their observation instead of what they do or ate during the trip. We can say they are advanced travelers, they are not only use their eye to travel, but also their heart.

http://travel2007.mysinablog.com/index.php?op=ViewArticle&articleId=1945931

http://wendygotravel.mysinablog.com/index.php?op=ViewArticle&articleId=1912887

http://yeemui0608.mysinablog.com/index.php

Research on 旅行的意義

歌名: 一個人旅行
演唱: 蔣雅文

photos: Research > meaningTravel

踏入異國　風光多閃眼
為何漫遊關島沙灘　感覺亦冷淡
步入地鐵　擠迫中穿插
亂買車票遊盪半天　想知你在哪

長途跋涉和途人搭訕
找不到你背影　風沙吹了入眼
在那一剎　眼淚悄然地倒流人間

聽過舊愛的結他　賞過盛放十秒的雪花
連同自尊心蒸發　只怕那合照仍然未化
流浪到世界的另一端去
不必你送回家　口渴便喝熱茶
懷念你時仍能問句　快樂嗎

異地夜晚　燈火多璀璨
為何逗留千禧公園　都似落了難
望著白鴿　青空中失散
但散心旅程未結束　不敢再亂逛

長途跋涉和途人搭訕
找不到你背影　風沙吹了入眼
在那一剎　眼淚悄然地倒流人間

聽過舊愛的結他　賞過盛放十秒的雪花
才明白苦沖不淡　愛情還未化
流浪到世界的另一端去
不必你送回家　英勇發誓在鐵塔下
我總會習慣　放過你　學會獨個歸家

戀愛就似朵雪花　飄過落到地殼總會散
才明白苦沖不淡　我們不合眼
流浪到世界的另一端去
不必你送回家　英勇發誓在鐵塔下
重遇你時仍能問你　美麗嗎

歌名: 旅行的意義
演唱: 陳綺貞

photos: Research > meaningTravel

你看過了許多美景
你看過了許多美女
你迷失在地圖上每一道短暫的光陰

你品嘗了夜的巴黎
你踏過下雪的北京
你熟記書本裡每一句你最愛的真理

卻說不出你愛我的原因
卻說不出你欣賞我哪一種表情
卻說不出在什麼場合我曾讓你動心
說不出離開的原因

你累計了許多飛行
你用心挑選紀念品
你蒐集了地圖上每一次的風和日麗

你擁抱熱情的島嶼
你埋葬記憶的土耳其
你流連電影裡美麗的不真實的場景

卻說不出你愛我的原因
卻說不出你欣賞我哪一種表情
卻說不出在什麼場合我曾讓你分心
說不出旅行的意義

你勉強說出你愛我的原因
卻說不出你欣賞我哪一種表情
卻說不出在什麼場合我曾讓你分心
說不出離開的原因

勉強說出你為我寄出的每一封信
都是你離開的原因
你離開我　就是旅行的意義

Insight

http://hk.myblog.yahoo.com/jw!bVTN4kWFGRkUhA5.ps5N4g–/article?mid=986

今早閱報, 看到一篇專欄, 欄主這樣寫著他對旅行的意義:
【以一個地名作終點的旅行太out了, 反而為一個人, 一件事去旅行, 那地方才令人深刻銘誌… 】
說得看似很有道理。但「旅行」是否一定要有「意義」才行？
不知大家是否曾經「為要去旅行而去旅行」？
「啊！是時候去旅行了！」於是到處吃喝玩樂一番, 影了幾副相片, 回來後腦裡卻空白一片，理應是沒有多大意義。但心想, 我這樣也是為了「一件事」去旅行啊！而這件事就是「要吃喝玩樂」！那就應該很深刻, 很有意義才對！是不是？為什麼會出現這樣的矛盾？
於是我想, 去旅行不一定要尋幽探秘, 有所得著才叫有意義。只要那次旅行能令你開懷, 對於你自己就已經很有意思了。
曾經看過有內地的blog主就有這樣的解釋:
【我所希望的旅行，並不是要離開哪裡，或是離開誰，或是有什麼特別的目的，而只是離開現狀的自己，換個角度探索自己，最後回到現狀，繼續做自己。】
而劉細良在他所著的「帶著偏見去旅行」裡就這樣寫:
【旅行是文化，通過旅行可以改變自己的位置，在陌生的環境中追尋自己的身份，通過「比較」去認識自己的文化。】
Blog友Cavy有這樣的見解:
【是一个新时间，享受自己，放松下！】

Blog友凱傑有這樣的見解:
不是想說旅行沒有意義,
只是想說, 太刻意去尋求旅行的意義, 可能忽略了更多.
意義兩隻字太沉重了, 去旅行還是放輕鬆的好.
Blog友min有這樣的見解:
旅遊，除了「到此一遊」，更可站高一點，走遠一點，感受世界的遼闊無邊。
Blog友周身刀的玻璃朱有這樣的見解:
一向喜歡旅行的我, 覺得人世物一世, 一定要趁行得走得時去多點放眼世界, 見多點不同的人和事. 這些經驗是自己的一些資產, 永在心中, 別人不能偷去的…

而旅行對你又有什麽樣的意義呢？
旅行, 不一定要行千里路,
就算走到倫敦這麼遠,
還是心掛掛電郵是否擠滿郵箱,
交出去的proposal是否通過,
家中的貓兒是否過得好,
這樣的旅行,
其實是個折磨。
要走的話便不帶走一片雲彩,
要玩的話就要義無反顧,
如果不能做到,
倒不如躺在沙發上,
看半天電視, 睡半天午覺

A short story about journey

photos: Research > meaningTravel > shortStoryAboutJourney.png

http://www.wretch.cc/blog/illyqueen/4953262

有個男人和我一樣，我們都喜歡旅行。
他總說我像男人一樣，可以搞定機票、住宿、行程，照顧一起旅遊的朋友，一手扛起30公斤的行李，甚至永遠不會迷路。
我們都有某種偏執狂，無法接受不知道自己身處何處、要往哪裡、沒有目的、沒有方向，我們總是第一個幫大家點好菜、到好酒、買好票、收好錢、帶好路，直到確定朋友都沒有問題、大家都開心盡興，我們才真正覺得安心快樂。
男人的偏執狂是來自於他的男性本能，而我的偏執狂是來自於無法忍受不去照顧別人。他說，因為我不是男人，我才會寵壞了男人。我說，因為我不是男人，我才不能當被寵壞的女人
他總是遇到任性可愛驕縱依賴不成熟的女人，我總是遇到幼稚倔強不夠勇敢不夠成熟的男人。他欣賞我，但他喜歡跟需要他的女人在一起，我欣賞他，但我不喜歡跟不需要我的男人在一起。他喜歡公主，他的公主只要美麗、微笑、對他說謝謝就好，我不是公主，我只要他開心、方便，不對我說謝謝都好。
他有很多公主，我卻沒有王子。他說我笨，為什麼我不想當公主，那麼就一定會有許多王子願意搏命拯救沈睡的公主。
在他第一百次跟公主分手，獨自踏上柏林療傷之旅的時候，我接到他的越洋電話，他開玩笑說：「或許有機會，我們可以一起旅行。」
「你去過那麼多地方，對你來說，旅行的意義是什麼？」
「那你說？」
「有人說，旅行是為了回家，因為旅行，你才體認到回家的意義。」
「或許對我來說，我根本不想回家，所以我愛旅行，哪裡都是我的家。」
「錯，真正的家只有一個
「好吧，我還沒有找到我最後的家。那妳呢？」
「我想，旅行的時候，我的心裡有一個家。」
「可是家裡只有妳一個人，因為妳寂寞。」
「那，人為什麼要在寂寞的時候去旅行？」
「那，人為什麼在有伴的時候還會覺得寂寞？」
「因為你找不到家。」
「所以我只好繼續旅行。」
掛上電話，我想起了我很喜歡的一首歌「旅行的意義」，記得第一句是這樣唱著：「你看過了許多美景，你看過了許多美女，你迷失在地圖上每一道短暫的光陰。」
以前我總想不透歌詞的最後一句：「你離開我，就是旅行的意義。」
或許，旅行的意義就是離開，那麼，離開之後呢？如果旅行是為了回家，那麼最後，你的Final Home會在哪裡？還是你總覺得這個世界太大，美景太多，有太多你想去而還沒有去的國家，有太多你想看而看不完的景色，你不想回家，因為你還不知道哪裡才能當你真正的Final Home
所以離開，才是旅行。
從柏林回來的那一天，我們碰了面，你告訴我，真正的寂寞不是旅行就能解決的，寂寞而去旅行，只會越來越寂寞。
「那為什麼，你總是愛旅行？」
「因為不旅行的時候，我會寂寞。沒有伴，我會寂寞，沒有人打給我，我也會寂寞。旅行能證明我的存在，我很忙碌、我可以把行程塞的很滿，我可以約會很多女生，於是我一直在感情裡旅行，因為我害怕寂寞。」
「但是你越害怕，就越不會寂寞嗎？」
「我知道，旅行不能解決寂寞，但是，有一個家就能讓你不寂寞嗎？我記得妳說過，兩個人的寂寞，比一個人還要寂寞。」
「那是你的心還在旅行，我相信那些愛你的、你愛的女人，都可以給你一個家，但你總是離開。因為你害怕，你再也不能旅行。」
「所以，旅行是為了回家？」
「我想是的。」
「那，你要不要跟我回家？」他一說完，我們哈哈大笑。
我用力拍了他一把：「當然不可能。」
我們都是同一種人，主導著自己生活的周遭，勇敢的向任何未知的領域前進。我們喜歡身旁的人開心，我們習慣用快樂服務每一個好友，我們笑得最大聲、活的最用力，我們樂於隱藏悲傷、忽視不安，我們太聰明、太體貼、太辛苦，我們連說寂寞與悲傷都覺得心虛
每次他們問起我，我會告訴他們我現在好開心，可是終究我心裡的房子只有我一個人住。我羨慕那些有家的人，我看著朋友蜜月旅行的照片一個人傻笑。我不敢說空虛，我知道一個人很好，我真的很好，可是我回到家、睡覺前，連有個讓我可以講一通電話的男人都沒有。你說我可以打給你，但你不是，他們也不是，就算我想打給誰，但我們之間什麼也不是
你說我太熱情，太喜歡擁抱每一個好朋友。那是因為擁抱讓我感受存在，如果什麼都不具存在感，至少，我還可以擁抱那實實在在的友誼。我已經好久好久沒有一個愛我的、我愛的男人，認認真真的擁抱我。即使擁有美好的親吻，也不記得上一次是多少年以前什麼時候。
你和我都喜歡孤獨，因為只有孤獨，我們才能自在。我們喜歡旅行中短暫孤獨的片刻，寂寞的美好，我們奉獻了太多給身邊的人，於是自私的希望孤獨是留給自己回家最後的禮物。
你隨時可以放下一切去旅行，但你從不說回家是什麼時候。我從無法隨時去旅行，但我一定先確定回家是什麼時候
你看過了太多美景，你看過了太多美女，每一次旅行結束你總說你好累，然後你手機不斷響起，你又預約了太多下一站風景。
「妳要回家了嗎？」你疲憊的轉了頭問我。
「我想回家了。」我笑了笑，拍拍你的肩膀。
即使我還不知道家在哪裡，即使我們將不斷的旅行，即使我們會永遠孤單，我希望有一天，我們將不再只是旅客。
因為，
美好的旅行，不是離開，而是回家

City And Me Lost & Found

RTHK -《不一樣的旅遊》A Journey Less Ordinary

photos: Research > meaningTravel > Ajourney_less_ordinary.png

http://www.rthk.org.hk/special/journey/journey_set_06.htm

This is one of the RTHK TV program showed different traveler based on different objectives to go travel. For example, a youngster paid to go to Mongolia as a volunteer, to help orphans to farm. Another man called Alex he likes art and architecture very much. Every time he went to Japan, the destination are the same, which is an island called 直島, to explore different artists and explore the stories about that island.

This website gave us different perspective on the meaning of travel, different people may have their own reasons for travel. And travel does not only go shopping and enjoy delicious food. It can be very meaningful.

Unusual Journey, into the world-Global perspectives

photos: Research > meaningTravel > unusualJourney.png

http://www.rthk.org.hk/special/unusualjourney/

There is a programne of RTHK called Unusual Journey, into the world-Global perspectives. A group of HK travelers with different background, age groups and purposes to depart from Hong Kong for exploring more about the world. People can visit the website of this programme to know about those HK traveler’s freshest travel experience. We can broaden our vision by their unique life experience in different places of the world.

The travelers can share their photo, feeling and special experience in their journey with other visitors. The visitor can leave them a comment. Therefore, it provides an open space to let people speak freely to have some discussion with other users. Beside , the traveler can bookmark their visited countries in the google map located in their blog. The passages of the travelers can also be shared in the other social networking website, like facebook , Google, window live, twitter and de.li.cious to increase the browsing rate. And the website also lined with a Facebook’s application called Unusual travel agencies “非一般旅行社”. The game let the players to check where they want to travel.  It create people’s awareness of the website.

This is a very good reference for develop our idea for the campaign of EGL, as we focus on the web development of EGL leisure. And we can learn how to use different media to let people get notice about our website from this reference.

(research on travel, shadow)

Research on Travel Promotion

Competitor’s work

photos: Research > travelPromotion > wingOn.png

http://teamegl.wordpress.com/page/3/

http://www.wingontravel.com/games/clip_vote/index.asp

Wing On travel held a short movie competition for the university students. The topic is 拍香港，遊日本. People need to take a video about Hong Kong. The winning prize is the cash coupons and the free trip tickets to Japan.  There is a lot of university students join this competition for a free trip tickets. It can prove that people are willing to take part in the event for a free trip. This is a reference for us to think about how to arouse people interest to participate in our promotional event.

Travel mimi

photos: Research > travelPromotion > travelmimi.png

http://www.travelmimi.com/index.php

Travel mimi is a web that like the popular website “open rice”. It let other people to upload any information about different places, to give tips to others tourists or travelers when is the best buy or good to eat when you travel on one place. However, it does not have many people to come and make comment, the reason may be it does not have enough online promotion. And those the comment is not interesting and attractive enough. it just like letting others to advertise some kind of products.

Give You a Free Trip – Zuji Travel

photos: Research > travelPromotion > zujitravel.jpg

http://img.zuji.com/Image_Library/Website_images/hk/2009/promotion/travelmimi/travelmimi_zh.html

Left comment on a website and give you a free trip to attract people to go to their website.

Zuji Beans

photos: Research > travelPromotion > zuji-bean.jpg

http://teamegl.files.wordpress.com/2009/09/zuji-beans.jpg

an travel agency produced a can of bean for helping people save money to travel.

Reference on Brainstorming Idea

Let’s do something crazy! – Improv Everywhere

photos: Research > brainstormingIdea > ImprovEverywhere

“Improv Everywhere” is a flash mob causes scenes of chaos and joy in public places. It has executed over 85 missions involving thousands of undercover agents. The group is based in New York City. Can we make a viral like this?

Something from Newspaper

Would it be a campaign for promoting Panama???

中美洲國家巴拿馬（ Panama），驚現水怪。一批少年上周六在河邊玩耍時，一隻不知名的似人非人異獸突然來襲，驚惶失措的少年，立即拾起石頭，將水怪擲死。當地居民看過水怪的屍體照片，認為是《魔戒》電影中的咕嚕（ Gollum）。from appledaily

丹麥旅遊短片玩尋親　被斥鼓吹濫交

2009年09月19日

丹麥女郎卡倫（ Karen）邂逅一名外國遊客，兩人在一夜風流後再沒聯絡；九個月後，她誕下健康男嬰，現已 1歲半。卡倫拍短片放上 YouTube，尋找當日的霧水情人。短片幾天就被點擊 80萬次，誰知一切原來是謊言，只是旅遊部門宣傳招數，輿論炮轟當局不是推廣旅遊，而是鼓吹濫交。
女角玩一夜情尋 BB生父

三分鐘的短片中，金髮少婦卡倫抱着兒子奧古斯特（ August），用英語憶述當年的異國一夜情，坦言翌日酒醒連對方名字和國籍都記不起。現在拍片尋人，「只是想你知道有個奧古斯特。我覺得這是我對你和對 孩子的責任」。卡倫又附上母子倆的網站，沒人懷疑故事真偽，反而引人爭論她的生活態度，有人責她太隨便，也有人讚她勇敢，電視台也報道這宗尋父事件。
但過了幾天，尋父事件就被揭是 VisitDenmark幕後策劃，「卡倫」其實是演員，真相招來全國批評，有報章炮轟把丹麥塑造成「與陌生人進行不安全性行為的勝地」，令人作嘔。經濟 大臣亦斥責旅遊當局胡來。計劃負責人則辯稱，短片是「歷來最成功」的宣傳，想讓世人看到丹麥是自由社會。但在輿論壓力下， VisitDenmark已把短片自 YouTube刪除並道歉。
英國《每日郵報》
from appledaily

Every case tells a story

photos: Research > brainstormingIdea > everyCaseTellaStory

http://www.rimowa.de/main.php#every_case/spotskanada

The contentrimowa’s official site, they used different style of suitcase to represent different countries, each countries would have a short film related to the suitcase and that countries cultures. “Every case tells a story” just match with what we want to say. Different traveler would have their own story and feeling. How can we group them into one place ans show them to others?

Nokia Travel

photos: Research > brainstormingIdea > Nokia_travel.png

http://nokiatravel.mysinablog.com/index.php?op=ViewArticle&articleId=1619427

They are finding University Student to travel and promote cell phone.
The students need to submit their travel plan. If the plan is attractive, they will get an interview.
Finally, they need another Blogger to vote, the top 3 students can get the chance to have a Free Trip.
The best thing of it is another blogger can vote the plan and make it closer to the web community

Play Something with Real Map

photos: Research > brainstormingIdea > playSthWithRealMap.png

http://lastguy.jp/

Allowing people upload their own map is the most interesting things of the promotion website, people could upload a web, a image to play “The Last Guy” mini game. Google is top one in the Ranking, coz most of the people would like to play this on the “real place” by the Google map. Let’s play it! May be inspire you something new!

That is the PS3 game I mentioned in the tutorial, here is the tailer and the marking of. The game was released in 2008. It’s a good example of playing with the real map.

Girl travels in suitcase

photos: Research > brainstormingIdea > girlTravelinCase

(http://teamegl.wordpress.com/page/2/)

http://www.youtube.com/watch?v=lzVACE_FPJY&feature=player_embedded

Kruidvat is the undisputed market leader in the health & beauty retail sector in the Netherlands and one of the best known in Belgium. This is the promotion video for their photo services. The promotion video dramatizes a stunt in the middle of their target group, people coming back from holiday.  People want to save the money of buying air-ticket, so they hide themselves in a suitcase. The main message of the TVC is calling people not to save on their holiday, but save on their pictures.

As the main visual of our concept is suitcase, we tried to find some reference of it.  And this promotional video is a kind of viral advertisement. We can get inspired of it to develop some word of mouth campaign to extend the durability of our promotion.

Google Latitude

photos: Research > brainstormingIdea > googleLatitude

http://www.youtube.com/watch?v=h0GA73O_9O4&feature=player_embedded#

We can think something that can play with Google Map. They recuited a group of people asked them to stay at a specific place do their own activity. They have to turn on the internet device when they go to that place. It will display their location in google map, and they made a word “Hi Mom” in the Google Map.

ADDED VALUE SERVICES

photos: Research > brainstormingIdea > addValueServices

http://www.ibizgiftfinder.com/Details/253874/i-gotUGT-100USBGPSTracker.aspx

全新 i-gotU GT-100 USB GPS 迷你旅行軌跡紀錄器
旅行的意義不只是在於攝影
而是能共同欣賞與分享一段不同於平日生活的景致
永久存放並做為未來的回憶
帶著i-gotU旅行軌跡記錄器，盡情補捉美好旅遊足跡

如何操作:
調整數位相機或照相手機的時間至正確的標準時間。
在戶外打開i-gotU旅行記錄器。
等待i-gotU旅行記錄器自動衛星定位，找到目前所在位置。
帶著 i-gotU旅行記錄器與數位相機或照相手機一同出遊。
產品特色:
造型輕巧並兼具省電功能的GPS旅行記錄器
利用GPS航點資訊，自動標示出照片所在位置
相容於所有數位相機與照相手機所產生的照片
在”Google地圖”和”Google地球”上動態呈現您的旅行軌跡和回憶
3D動態旅行部落格,支援在Windows和Mac電腦上體驗虛擬實境之旅
可創造屬於自己的遊記並上傳到 @trip 旅行部落格，輕鬆分享給親朋好友
和您在HEMiDEMi黑米共享書籤, FunP推推王, Google 書籤, Yahoo!奇摩分享書籤, Facebook, MySpace, Digg, Delicious, StumbleUpon…上的親朋好友隨時分享自己的旅程或是推薦@trip上精采的遊記”
可匯出和親朋好友分享的GPX標準軌跡檔,以及含照片和軌跡的遊記動態播放檔(MHT或KMZ檔)
支援上傳相片至Picasa或Flickr網路相簿
防塵防潑水，戶外活動最佳良伴
相容於所有數位相機與照相手機所產生的照片。
可搭配多種導航軟體使
key feature:
Auto-map your photos with GPS location information
Organize and present your journey in three-dimensional Google map and Google earth
Compatible with all digital cameras and camera phones, coolest GPS tracking gadget for your journey.
Easy-to-use software user interface
Export in multiple file formats, supports popular web album
Create and share your live travel blog with all your friends quick and easy
Multiple ways for attachment, suitable for outdoor use
Water-resist hardware design, suitable for rainy days, skiing, water sports
Compatible with 3rd party GPS navigation software, serve as PC GPS receiver as well.

What is Web Campaign?

photos: Research > brainstormingIdea >wt’sWebCampaign

Can we involve more people to join in our campaign. How we can recruit more people to participate, and use word of mouth to let others know us? Or can we make something to let others download, and use those little devices to spread of brand to others? Here is some interesting examples.

Uniqlock

http://www.uniqlo.jp/uniqlock/?id=EW8EqmPKo5ozJQpk

Tokyo Fashion Map

http://www.uniqlo.com/uniqlo1000/

PlayMUJI

http://www.muji.com/playmuji/

Eternal Moonwalk

http://www.eternalmoonwalk.com/

Uniqlo Calendar

http://www.uniqlo.com/calendar/?cID=CN&aID=HKG

Reference on Print Adv

photos: Research >print

Research on Web User Behaviour

「 青 少 年 網 上 行 為 問 題 」 調 查 發 佈 會

http://www.hkfyg.org.hk/chi/press_releases/2009/cybersafety/index.html

上 網 已 成 為 年 青 人 生 活 的 重 要 部 份 ， 再 加 上 社 會 不 斷 發 生 一 些 與 網 絡 有 關 的 事 件 、 罪 行 及 騙 案 ， 愈 來 愈 多 人 關 注 青 少 年 的 網 上 行 為 及 安 全 。 為 了 進 一 步 了 解 青 少 年 的 網 上 行 為 ， 香 港 青 年 協 會 於 2008 年 9 月 至 2009 年 2 月 在 網 上 進 行 問 卷 調 查 ， 共 收 回 1,820 份 問 卷 ， 受 訪 者 主 要 為 12 至 25 歲 青 年 (87.5 %) 。

青 協 網 站 總 監 魏 遠 強 表 示 ， 調 查 結 果 反 映 青 少 年 使 用 互 聯 網 的 目 的 愈 來 愈 廣 泛 。 電 腦 結 合 互 聯 網 已 成 為 青 少 年 學 習 、 娛 樂 、 社 交 、 發 洩 等 的 工 具 。 當 中 超 過 四 分 之 一 受 訪 者 每 天 使 用 互 聯 網 多 於 4 小 時 ， 一 般 在 學 青 年 ， 扣 除 日 間 上 學 時 間 ， 在 家 中 上 網 時 間 超 過 4 小 時 ， 無 疑 減 少 了 他 們 與 家 人 溝 通 及 其 他 興 趣 的 發 展 的 時 間 ， 對 青 少 年 成 長 有 一 定 的 負 面 影 響 。 另 外 ， 調 查 發 現 ， 接 近 8 成 的 青 少 年 認 為 互 聯 網 對 他 們 非 常 重 要 ， 當 中 更 有 13.7% 的 受 訪 者 認 為 「 沒 有 了 互 聯 網 不 行 ， 生 活 好 像 沒 有 意 義 」 。

該 會 資 深 社 工 吳 錦 娟 表 示 ， 家 長 需 要 留 意 子 女 上 網 的 時 間 ， 若 子 女 長 時 間 上 網 、 經 常 想 著 上 網 的 事 ， 以 及 一 旦 不 能 上 網 便 感 到 悶 悶 不 樂 ， 便 已 可 能 出 現 早 期 沉 迷 上 網 的 徵 狀 。 輔 導 經 驗 中 ， 不 少 沉 迷 上 網 的 青 少 年 ， 初 時 均 沒 有 設 訂 上 網 時 限 ， 久 而 久 之 ， 漸 失 去 自 制 能 力 ， 終 致 無 法 離 開 電 腦 。 有 個 案 因 為 沉 迷 上 網 而 逃 學 ， 亦 有 人 因 為 長 時 間 上 網 出 現 抽 筋 和 視 力 衰 退 的 情 況 。 吳 氏 指 出 ， 青 少 年 上 網 成 癮 非 一 朝 一 夕 ， 當 家 長 發 現 問 題 時 ， 子 女 的 網 癮 往 往 已 很 深 ， 抗 拒 很 大 。 故 建 議 家 長 從 子 女 一 開 始 接 觸 電 腦 ， 便 需 要 協 議 上 網 時 間 ， 防 微 杜 漸 。 若 發 展 子 女 有 沉 迷 上 網 傾 向 ， 應 及 早 尋 求 社 工 輔 導 。

此 外 ， 調 查 亦 顯 示 超 過 三 分 一 的 青 年 表 示 在 網 上 會 與 不 認 識 的 人 交 談 ， 約 一 成 表 示 會 與 網 上 認 識 的 陌 生 人 見 面 。 吳 氏 表 示 ， 互 聯 網 與 現 實 生 活 中 同 樣 有 好 人 或 壞 人 ， 但 在 網 上 交 友 ， 更 難 辨 別 對 方 的 背 景 、 企 圖 或 人 品 ， 在 相 約 見 面 時 才 發 現 對 方 的 真 正 身 分 及 意 圖 ， 可 能 為 時 已 晚 。 然 而 ， 在 判 斷 潛 在 網 上 危 機 的 能 力 方 面 ， 調 查 發 現 只 有 16.5% 的 受 訪 者 認 為 自 己 不 能 判 斷 互 聯 網 的 潛 在 危 機 ， 顯 示 大 部 分 青 少 年 認 為 自 己 有 能 力 和 信 心 可 以 判 斷 網 上 危 機 。
吳 氏 表 示 ， 前 線 觀 察 留 意 到 青 少 年 在 網 上 貼 相 、 網 上 交 友 、 非 法 上 下 載 電 影 歌 曲 ， 甚 至 是 網 上 欺 凌 等 行 為 均 十 分 普 遍 ， 調 查 結 果 反 映 青 少 年 可 能 會 低 估 網 上 的 危 機 ， 以 致 疏 於 防 範 ， 妄 顧 網 上 安 全 。 她 提 醒 青 少 年 在 網 上 應 時 刻 提 高 警 覺 ， 小 心 言 行 ， 拒 ? 在 網 上 透 露 私 人 資 料 ， 包 括 電 話 號 碼 、 地 址 和 個 人 照 片 ， 以 及 避 免 在 網 上 與 陌 生 人 交 談 或 與 網 友 單 獨 會 面 。

青 協 網 站 總 監 魏 遠 強 亦 指 出 ， 目 前 的 資 訊 科 技 教 育 只 側 重 應 用 技 術 的 提 升 ， 缺 乏 對 青 少 年 正 確 上 網 態 度 的 指 引 。 家 長 往 往 因 為 對 資 訊 科 技 及 上 網 文 化 認 知 不 足 ， 在 引 導 子 女 善 用 互 聯 網 方 面 感 到 困 難 重 重 ， 為 支 援 家 長 教 育 子 女 網 上 安 全 ， 青 協 特 別 推 行 首 個 青 少 年 網 上 行 為 資 源 網 站 ， 為 家 長 提 供 網 上 安 全 貼 士 及 安 裝 過 濾 軟 件 指 導 。

網 絡 世 界 日 新 月 異 ， 吳 錦 娟 認 為 要 協 助 青 少 年 建 立 正 確 的 上 網 態 度 和 習 慣 ， 必 須 要 監 察 、 教 育 及 輔 導 三 管 齊 下 。 在 監 察 方 面 ， 家 長 必 需 留 意 及 監 管 子 女 的 上 網 行 為 ， 跟 子 女 訂 立 上 網 守 則 ， 並 為 電 腦 安 裝 過 濾 軟 件 ， 防 止 子 女 瀏 覽 不 良 網 頁 。 同 時 ， 透 預 防 教 育 工 作 ， 協 助 他 青 少 年 建 立 自 律 、 負 責 任 及 批 判 的 上 網 態 度 ， 提 升 網 絡 涵 養 。 而 處 理 青 少 年 沉 迷 上 網 方 面 ， 單 純 禁 止 上 網 不 是 解 決 問 題 的 方 法 ， 應 從 輔 導 入 手 ， 透 過 不 同 的 介 入 手 法 ， 循 序 漸 進 地 引 導 青 少 年 認 清 問 題 ， 改 變 不 良 習 慣 ， 才 是 治 本 的 方 法 。

承 蒙 優 質 教 育 基 金 贊 助 ， 香 港 青 年 協 會 特 編 製 「 智 Net 生 活 」 教 育 資 源 套 ， 推 行 青 少 年 健 康 上 網 教 育 ， 並 於 今 天 （ 19 日 ） 舉 行 發 佈 會 ， 公 佈 有 關 成 果 。 資 源 套 除 包 括 「 健 康 上 網 教 育 活 動 冊 」 及 互 動 自 學 電 子 書 外 ， 亦 附 設 首 個 由 本 地 研 發 ， 適 合 高 小 至 初 中 生 使 用 的 「 青 少 年 上 網 程 度 甄 別 量 表 」 。 青 協 聯 同 香 港 大 學 梁 國 香 博 士 在 本 地 進 行 先 導 研 究 ， 經 數 據 分 析 和 反 覆 測 試 後 ， 成 功 研 發 具 科 學 實 證 基 礎 及 使 用 簡 易 的 甄 別 量 表 。 量 表 就 著 青 少 年 的 上 網 行 為 模 式 、 思 維 想 法 、 情 緒 需 要 、 學 習 及 人 際 關 係 等 方 面 進 行 評 估 ， 能 有 效 和 及 早 識 別 潛 藏 沉 迷 上 網 危 機 的 青 少 年 ， 及 早 為 其 提 供 適 切 的 服 務。

This article showed that youngster is addicted to internet already. They would like to use internet to get any information. Although it showed that youngster are addicted to web surfing, it also represented that website can be a good media to communicate with out target audience, as they spend most of the time in front of the computer.

picture-151.png, picture-171.png, picture-181.png, picture-91.png

photos: Research > webUser_research

those figures showed that how a advertising website would be trust by people who haven’t seen before. More than 30% would trust a web if a website which is recommend by some people they know. Besides, it e-mail sign-up is needed in that website, people may think that those website would more trustworthy. one of the figure also shows that many people would used their money on holidays and vacation. those figures give us some sugguestion on how to develop our website and what position of our website would like to be.

Research on Website

photos: Research > IdeaResearchOnWebsite

Wonder-Wall

http://wonder-wall.com/#project/en

This site works as an database to record different interior design work with pictures and description. When the mouse roll over each post. It would enlarge in irregular shape. It just like a cloth to flow when your muse cursor roll over different posts. Besides, it combined with different like water droplet sound when your cursor move on the page, and give us a interesting experience.

QuakeQuiz

http://quakequizsf.org/

That is a mini site was created by The San Francisco Department of Emergency Management (DEM),
There are some case to test people and provided some knowledge of Earth Quake.
The simple animation with a clear layout. We can use it as a reference of Creative Trip

Little Game – Escape from Office

http://www.hasbro.com/risk/flash_world.cfm

The games in this site is quite interesting and suit on the creative trip, the game of escape office,
we could get some idea from it too.

Research on Art Direction of Website

photos: Research > artDriection_website

http://www.ourstrategicplan.ca/

a little town with different houses as a key visual. use can click left and right to rotate the town and go into different house to see different information

http://www.polyvore.com/

a website that you can mix and match your own dressing style, and drag what you ilk from others. It has a collage feeling. Can we use this method to share our journey experience to other people in our website?