After reading the brief, the task seemed quite straightforward but in actual fact it took me many days before I could get my head round it. I think one underlining reason for this was that I was reading too much into the task and overthinking it. I read all the briefs over and over again in order to choose the campaign I wanted to proceed with. I had good ideas for many of the briefs but I started to develop on the time travel holiday package brief more than I did the others. I think I initially I misinterpreted the requirements of the brief because the concept was of a fictitious nature and one that I had only seen in sci-fi movies/stories. The ‘just imagine’ part of the brief implied, to me, that it was the imagination that had to take the lead. I had initially planned to campaign for a GPS device and kind of simulation machine that would allow time travellers to spectate their chosen historical time/event and live the experience sought. However upon realizing that I was working along the wrong lines I disbanded this idea and began to think very hard!
Eventually the penny did drop and I was able to expand on my ideas in a much better way. The ‘How to start a competition brief and generate ideas’, points 1-7 really helped me to stem my ideas and build upon them at each level.
I started my research by watching sci-fi movies where I looked for some inspiration. I really enjoyed watching movies like Back to the Future, Monsters Inc. and Doctor Who. My children also introduced me to Mary Poppins where I learnt about the famous scene of Bert, Mary Poppins and the two children jumping into a desired picture/destination and living an experience that would otherwise be impossible and unachievable. However merely experiencing something ‘different’ and away from the norm, like history via the means of time travel, was not enough for me and instead I wanted to offer my travellers a incentive and purpose for travelling to the past. After all what was so exciting about travelling to see something that had already occurred and that you could quite easily read about in books and Google on the internet? I needed to offer something more substantial. It was Doctor Who that inspired a key development and turning point in my planning. I found it very satisfying and purposeful that TARDIS did not only travel through time but in doing so it also engaged in a battle of good against evil and of course came out as a winner. I decided to apply this to my context of time travel holiday packages but with a slight twist and agenda. As Edmund Burke famously said’ Those who do not know history are doomed to repeat it’. I decided therefore that a strong and underlining USP would be to offer an opportunity for time travellers to see the past in order to improve today and reform tomorrow. This would be a beneficial opportunity for people who have responsibility of forming and re-forming society at large; politicians, judges and social workers. I drew parallels here with Neil Armstrong; he set foot on the moon, a rare and unique venture, and reported his findings to the rest of the world, which in turn were scientifically beneficial and a great source of inspiration and knowledge. In my context, visiting and observing history would be beneficial socially, economically and emotionally and more importantly help to alleviate many problems that we face worldwide today. In turn I decided on names such as ‘Hindsight’ and ‘Retrospect’ as appropriate names for the service I was providing. I then started to work on some strap lines such as ‘Bring on yesterday for a better today and tomorrow’, experience yesterday for a better tomorrow’ but my most favorite one was ‘Discover the past to recover your future!’