Route 2.0

28th August 2015

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Location / Country / Region

Extremadura, Spain

Short description

Route 2.0 is a Leonardo da Vinci project aimed at providing training on social media tools to develop an overall marketing strategy by companies in the tourism sector.

During the period 2011-2013 educational material was developed according to available resources and the needs identified by potential users. Finally two courses were established to meet the different levels of knowledge of learners.

Route 2.0 develops a mixed training methodology that uses both training modules via e-learning and classroom workshops. The trainer conducts monitoring (with feedback) throughout the training period, encouraging the sharing of experiences (between learners) and obtaining each company/learner a deliverable in the process.

This project has been selected as an example of best practices within different European projects as well as a case study in the smart tourism sector by the S3 Platform.

Actors Involved

Actors involved include the Chambers of Commerce, Sectoral associations, Business Incubators, Training providers, Social Media stakeholders and ICT trainers.

Target audiences

The project targets SMEs, micro-SMEs, owners and ICT freelancers.

Time frame

This project was developed from October 2011 to September 2013, carrying out several pilot workshops in Badajoz (Spain), Leeuwarden (Netherlands), Nicosia (Cyprus) and Stuttgart (Germany).

Relevant links, websites, etc.


Links with national / regional priorities

RIS3: This project is aligned with the strategy of regional smart specialization (Extremadura), designed to enhance the opportunities for business competitiveness in the following sectors: agrofood, tourism, ICT, green environment and clean energy. In this case, Route 2.0 provides training tools including an innovative approach that engages the ICT sector to tourism.

Social dimensions

Social media is named “social” because it involves a purely social aspect whereby a virtual communication environment is created, in which one participates both as a viewer as a speaker.

Technical dimensions

This training is aimed at providing ICT tools like a transversal skill to improve professional competence.

1. Detailed description

Route 2.0 is a Leonardo da Vinci project aimed at providing training on social media tools to implement an overall marketing strategy within companies in the tourism sector.

During the period 2011-2013, educational material was developed according to a previous needs’ analysis of SMEs throughout Europe. This content was developed with free available content and new developments in order to update previous content materials of different partners. Among other conclusions in the needs’ analysis, Route 2.0 identified that not all learners have similar knowledge on social media (for this reason the training was developed on two different levels), and that it was necessary to provide a practical approach aimed at concrete outputs for the companies. In this way, companies and employees will wish to participate in the trainings. Indeed, we keep in mind that our target is the micro-SME and that their learners won’t be specialists on Social Media marketing.

Route 2.0 develops a mixed training methodology in which learners can interact between themselves in order to share experience and knowledge. For this, the training process starts with a workshop where a group (with similar characteristics such as activity or localisation) is boosted by the trainer. Then, during a mid-term period this trainer follows each learner throughout the training process until a specific outcome is achieved. During this process an ICT platform that offers both a forum for learners/trainer and questionnaires and case studies for further knowledge is available.

2. Analysis


The programme is innovative because of its approach from the user’s needs and not from the training institution.

Key success factors

  • Support
  • Interaction with colleagues during the training process
  • Deliverables


The continuous training courses are funded through the Social Insurance (trade unions and business associations).

What could be adapted to other projects?

The Route 2.0 partnership has been integrated by Business Development Friesland Stichting (Netherlands), Medien- und Filmgesellschaft (Germany), First Elements Euroconsultants (Cyprus), FUNDECYT-PCTEX (Spain) and the Chamber of Commerce of Badajoz (Spain).

This project has been selected as example of best practices on training within some European projects. Similarly, it has been selected as case study for developing a smart tourism in the tourism sector during the S3 Platform’s workshop carried out in Faro (Portugal) last 2013.

3. Lessons Learnt

 Regarding the key actors, their roles and activities in LLL

The Chambers of Commerce have a key role to conduct training needs’ analysis of all companies. Since they have the availability of access to businesses and also provide training, they can be a key player in the development of VET according to the needs of markets, as well as being an important consultant for the design of educational policies at different levels .

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