Day 1

08:30 - 9:00 Registrations

09:00 - 09:15 Welcome

Welcome to this years Content | Campus where Day 1 will begin in a place worthy of showcasing amazing content, Copenhagen's Bremen Theatre.

This venue has been host to some incredible gigs, screenings and talks so we think this is a fitting complement to a day which is all about the content and the people behind it.

The format of Day 1 is Content. It's all about Content, so when you arrive prepare to be inspired by what you're going to say. We've invited a wide range of Content Leads and Creators to share their work with you and engage in on-stage discussion as they reveal the process behind it. We're going unconventional, so don't expect too many powerpoints, Day 1 is Content and lots of discussion around it.

09:15 - 10:00 Opening Keynote

Jesse Desjardins will be the opening Keynote speaker of Content | Campus to talk about how his team speak to millions daily via Tourism Australia's digital platforms to become the most followed destination globally on social media

Destination Brand Stories

10:00 - 11:00 Destination Brand Stories

In this session, we'll be looking at four stand-out examples of brilliant brand hero content, forming part of an interactive 'show and tell' session. Each brand will be invited to show one or several pieces from a content series which have been carefully selected by the Content | Campus team for their qualities as powerfully branded video content, where storytelling plays a key role in shaping visitor perceptions.

Greenland's Content Pioneers

We selected the outstanding work of Visit Greenland's 'Pioneers' series as a stand out example of the sort of powerful content destiantions should be creating today. We were particularly impressed by the way in which this video series is able to convey a sense of place in both the people and their stories and the richness with rich the content is produced. Visit Greenland have also bucked the trend of many NTOs by actually getting involved themselves in the process of creation.

Start the Content Journey | Redefining Approaches

Bryn and his content team at VisitWales have been working on a full-scale transformation of their approach to content, with dedicated teams heading up each major social channel to create content, build a community and exploit real-time marketing opportunities as they arise.

Working with new types of content and technology, Bryn and his team have been pushing the boundaries of what DMOs normally do with content. From working with a network of talented local content creators and building complex mapping solutions, Visit Wales are aiming to build an outstanding content which lives online with relevance.

Holidays in Austria | Rethinking Content Strategy

Ariane Tockner will be talking about how the Austrian National Tourism Organisation have been completely rethinking their approach to content over the past year. With the newly shaped strategy, they're rebalancing the onus on local market teams to tell the story to a centrally driven core content team.

Ariane will be talking about the processing of making this organisation-wide shift, how content is managed today and the wider context of what this has meant for their approach to digital transformation and a digital first culture.

Building a City Content Hub

Charis and Claire are both coming from the city of Antwerp but tasked with different remits. They will be showcasing how they've come together, from a Communal and a Tourism perspective to champion and advocate a brand new joined-up content strategy for the entire city.

Their approach hinges on three levels; how the overall workflow must happen from sourcing great content to distribution, second is the people and how skills and capacity is a major priority for the organisation battling with new remits and needs and the third is about platforms and technology and the need to get that right.

Charis and Claire have been successful in convincing their department heads of the need to change, so they're keen to see what their peers will make when they presented at Content | Campus.

Designing Rich & Immersive Experiences

11:15 - 12:30 Google Customer Journey

This session is being headed up by the team at Google who are really pulling out all the stops for Content | Campus. Bringing together Google's industry, product and development teams from London, California and Switzerland you're going to get the full perspective on everything from understanding which content works for which audiences through to ensuring your destination stands out on Google Destinations.

With a mix of perspectives, this session gives you the opportunity to hear insight from Google's Insight, get to know a lot more about how to maximise the content opportunity of Local Guides and Street view and get an under the hood look from the product team on Google Destinations and what's in the pipeline there. This is also your chance to meet with the full Google team and get to know how you and your destination can get more out current and future developments as they open up new ideas and opportunities for content marketing.

12:30 - 13:00Interview with William McMaster, Head of VR at Visualise

Join William McMaste, Head of VR at Visualise, as he talks about the work that goes into build an incredible and impactful VR experiences and the key things brands should be thinking about to get their approach right on mark. Visualise have produced some of the most celebrated pieces of VR content and are considered leaders in producing highly crafted VR experiences.

The Interval

We've arranged a lunch interval with a difference. Getting immersed in incredible content experiences is core to Content | Campus so we've designed the lunch to allow attendees to try out a range of different VR experiences in our lunch room, 'the club' or drop in to a running programme of content and interviews in the theatre.

14:00 - 15:00The Theatre: Curated Selection of Videos

Taking place in parallel to the VR Experience zones in the club, we've laid on a 1 hour programme in the main audiotorium of some of the most outstanding pieces of content from around the world and interviewed creators and brands for Content | Campus to talk more about them. This is a really great opportunity to enjoy the amazing selection of content that we've created and learn a bit more about the work that went into creating them.

14:00 - 15:00The Club: 10 VR Experience Zone

Grab a bite to eat and head on down to the club, where together with Visualise and our other partners we're going to lay on a range of different content experiences and have the team at Visualise talk a little about the work and thinking behind them. This is a great opportunity to get hands on with VR technology, to test out some of the newest VR content produced today, which really pushes boundaries in technology and learn from the people behind the content about their strategy and approach.

Content Transformation

15:00 - 15:30Contiki's 360° Content Transformation

As a long-time travel industry player leading in the 18-35 market, Contiki have been working hard to stay on point when it comes to engaging the Gen Z and Millennial market. Now more than ever, that means adopting an approach built around amazing content and being always on as a brand.

We've invited David Meany Brand Partnerships Manager at Contiki to tell us how they've built up their content resources as part of Contiki's Marketing Lab, a new content driven newsroom within the company designed to be industry leading in their approach to storytelling, working with influencers and being always-on to become content leaders.

Social First Content

15:45 - 16:45 Social First Content

Many could argue that Destinations have it harder than most in adapting to the demands of being content first in how you live, breathe and activate your brand. Often held back by cumbersome procurement procedures and politically focus campaign marketing, many struggle to build the team, resources, and creative approach needed, not withstanding the 'carte blanche' to go ahead and make it happen.

In this segment, we hear from destinations, cultural institutions, transportation companies and businesses all who have been able to get hands on with social content and build solid content production units within their teams. This section will be moderated by Emil Spangenberg, not short of his own opinion on where content teams should be heading and will be looking into the brilliant work from near and far. The examples will share how to translate social content into tangible experiences to crafting an identity, how to build a solid community through engaging content and how to shape a strong brand through 365 content creation.

Northern Norway's Instagram and the zero budget experience

As Marketing Manager for the Northern Norway Tourist Board, Evgenia has been successful in building an impressive following through Instagram, learning from experience by continuously posting strong and engaging content that works whilst investing the time needed to actively engage and build relationships with influencers.

Evgenia will be sharing her zero budget experience of having success on Instagram and talking about some of the techniques and approaches she employed in doing so whilst shedding some thoughts on where to go next with an ever demanding shift to real-time storytelling becoming the focus.

How to Create a Truly Social and Instagrammable Product

We have invited Cecilia, Social Media Manager & Content Creator at Wulff & Konstali, to talk about they manage to create a truly social and Instagrammable product. Wulff & Konstal, food shop in the heart of Copenhagen, succeeded in creating social first content by being focused, using intuition and having a high appreciation for visual aesthetics. With a background as a food stylist and professional food blogger, Cecilia will give tips on how to create beautiful content, interact with influencers and activate the online community to share content.

Unifying Service and User Experience with Content

How do you enable cultural institutions to tell a story about your city? The National Gallery of Denmark is a great example of what businesses and destination could achieve by working together and matching content with product experiences. From Instawalk to working actively with artists on social channels, Jonas Heide Smith, Head of Digital at SMK, will be talking about how they managed to unify their approach to service and user experience by focusing on content and the people behind it.

Improving Reputation and Building Customer Loyalty with Storytelling

The Danish Railways' digital strategy focuses on improving reputation and establishing a sense of loyalty and trustworthiness between DSB and its customers. Mette Willert, Content Manager at DSB, will talk about how they managed to humanise the DSB brand by being more authentic and by focusing on visual storytelling. With content as a core aspect of their digital strategy, they managed to build a strong community of creators and engage with their customers.

Hamburg Marketing's Elbphilhamonie Social Preview

Hamburg Marketing have taken the lead role in coordinating a strong partnership with the impressive new Elbphilhamonie Hamburg and other industry partners. We'll leave Alexandra to reveal the true secrets of their approach but let's say we were highly impressed by the use of drones to capture some of the hidden gens behind this masterpiece and the success Hamburg had in pulling all partners together behind this story and create great social content, with good insights to share on what worked and what didn't.

Social Content Creators

16:45 - 17:15Meet the Creator

To end Day 1 of Content | Campus, we'll be taking a look at the content creators who have inspired us most. Discussing their work, approaches and perspectives, we'll be exchanging thoughts and opinions on what makes really good content and where different visual perspectives can help build a really strong identity through social.

17:15 - 17:30 The Final Word: Selection of Experts and Speakers Discuss

As we close Day 1 of Content Campus, we're getting ready for Day 2. Join us for this sharp session where workshop facilitators will pitch why you should join them on Day 2 and answer your burning questions on the format, meeting places and takeaways you can expect when you make your choice.