Day 1 - Content Showcase
09:00 - 09:15Welcome from VisitOSLO
Christian Lunde| VisitOSLO
09:15 - 10:00Reflecting on the role of Brand and Content to Engage Visitors Differently
Kevin Wright| Travel Oregon
Brand and content continues to thrive as the forerunner of any destination strategy today but as the market becomes more and more competitive, and consumers behaviour continues to evolve at a rapid pace, how can destinations stay top of mind? We explore innovative ways to differentiate your brand, engage visitors and effectively stand out from the competition.
Download PDF10:00 - 10:30Responsive Storytelling
Katrine Mosfjeld| Visit Norway
We are really looking forward to welcoming Katrine Mosfjeld and the Visit Norway team to the stage to talk everything storytelling. We've seen Visit Norway producing really great, always-on, engaging social content for some time, and we are super excited to have them joining us to share their journey and to give a first hand perspective on the processes, challenges and successes of rebuilding a content and storytelling team.
Download PDFCoffee Break
10:45 - 11:40Exploring the Groundswell of New Digital Publishers
Emma Hallington, David Meany, Rosie Arrowsmith| Visit Scotland, Contiki & Tastemade
In this session, we are excited to have Visit Scotland and Contiki joining us to share how they successfully partnered with UNILAD to target the Gen Z market, complimented by the inspirational platform, Tastemade who will be sharing valuable insights on how they engage the ever lucrative foodie niche market with powerful visual storytelling. We will be welcoming these leading publishers to the stage to show us what they're working on, with a round of pitches, followed by a friendly discussion on storytelling trends.
Download Contiki & VisitScotland PDFDownload Tastemade PDF11:40 - 12:30Award-Winning Film Directors Chat
Teboho Mahlatsi & Daniel Bury| Director Screening
We are super excited to welcome Teboho Mahlatsi and Daniel Bury to this unique session where you will be hearing directly from the Director's on their incredible films and the creation behind it, getting insights into the world of destination filmmaking from two different perspectives. Following the Director's Screening, we put on a show of some brilliant short films and other clips to share with the audience to give a complete view on the level of content that's being produced today.
Watch Change the World by Daniel BuryVideo by Teboho MahlatsiPresentation by Teboho Mahlatsi12:30 - 13:00Introducing the Workshops
After a totally inspiring morning hearing insights from a selection of fantastic DMOs, you will be ready and waiting to get stuck into your chosen workshop. Each workshop is an exciting exploration into how you can successfully focus on honing your strategy and brand, improve your content, and create incredible new experiences in your destination.
Day 2 - Experiences Showcase
09:00 - 09:30New technology in destination marketing – VisitOSLO’s brand new augmented reality app
Kjersti Stensrud & Widar Pastoor| VisitOSLO
More and more companies incorporate augmented reality (AR) into their marketing strategies. How can your destination use AR experiences to boost your brand and create a closer connection to your visitors? And what new opportunities does this technology offer in the realm of storytelling?
VisitOSLO has worked with leading tech and theatre professionals to bring playwright Henrik Ibsen back to the streets of Oslo over 100 years after his death. Hear them talk about how they used cutting-edge motion capture technology to create an augmented reality app that sparks new interest in the world famous author of A Doll’s House and take visitors around the city at the same time – and what lessons they learned on their way to launch.
Meet our speakers09:30 - 09:50Creating a Social Partnership Framework with Industry
Mark Mezzapelli & Hannah Smith | CrowdRiff and Vancouver Island
Vancouver Island have been working at a transformative level on the impact of digital on the experiences, perceptions and image of the destination for many years. With such a wealth of experience in destination management, they now work in a consultative capacity with a number of innovative programmes designed to help lift awareness of the destination through a comprehensive process of digitalisation and transformation, working as true leaders at all levels within the destination.
In this session, we'll be learning how they've done this so successfully and how building a social partnership framework together with the support of CrowdRiff has been a key aspect of getting the businesses and visitors in the destination to all speak with one voice, disseminated and curated aligned with clarity and consistency.
Download PDF09:50 - 10:30Shaping Experiences Exclusively for Influencers
Paul Kubalek, Heili Klandorf-Järvsoo, Helena Bovin & Janicke Hansen | Saalbach Hinterglemm Tourism, Estonia Tourist Board, Destination Uppsala & NordicTB
Every DMO today works with influencers (or at least they should be), but how many are pro-active and how many are re-active? This session is all about hearing from DMOs who are proactive in growing their following by going out of their way to create unique content experiences for blogger sand influencers.
We're inviting a great line-up of DMOs to come and share their initiatives, looking at those working with large-scale influencers and those focusing on micro-influencers alike. We'll be inviting them to share their influencer strategies with us and also give us an 'under-the-hood' look at their initiatives to get influencers creating amazing on-brand content around experiences designed by DMOs.
Meet our speakersCoffee Break
10:45 - 11:30Designing Signature Experiences to Build Brand and Narrative
Gloria Loree| Destination Canada
Consumers continue to seek more value and authenticity when it comes to the brands and experiences they consider today, therefore when it comes to content marketing, these two elements should go hand in hand. We look at how developing signature experiences within a destination must be underpinned with its core brand values and a strong brand story, as well as speaking to the key values important to consumers today.
We are excited to welcome Destination Canada to the stage, who is widely known in the industry for its fantastic experiences programme, discussing the creation behind it and how it has been used as a catalyst for powering the brand and its marketing activities.
Download PDF11:30 - 12:15Perspectives on Sustainability & Experience Design
Maja Pak, Rowan Drury, Katarina Thorstensson & Sharmin de Vries| Slovenia Tourism, Gram, Göteborg & Co & Aruba
Sustainable travel, zero-impact experiences, zero-waste travel - these are all key trends currently shaping the tourism landscape today. Consumers are seeking different experiences when it comes to travelling today, and with this in mind, destinations need to develop experiences to appeal to this market. We will be discussing the future of travel and sustainability, and how destinations can design experiences of this nature.
Download PDF12:15 - 12:25Micro-Mobility and Car Free Cities
Alex Bainbridge| Autoura
Download PDF12:25 - 12:45Workshops & Ideation: What did we learn?
Workshop Leaders
To round things up nicely before lunch, we will be welcoming some of the participates from each workshop from Day 1 who will be joining us to talk about their workshop experience, what they learnt, and most importantly, what they will be taking away to implement within their own organisation and strategy. With each workshop, the Murals explore visual learning where our participants can ideate and visualise ideas, and the practical or doing part of the workshop focuses on kinetic learning by encouraging our participants to have a hands on experience.
