We are excited to be holding our 4th DTTT Campus event in the beautiful Nordic city of Oslo this summer on June 13-14th, bringing together DMOs and industry experts from around the world looking to delve into developing signature product experiences and emotive storytelling with sustainability at the forefront.
Our last event, held in Jersey in September 2018, had over 150 invitees from across the globe, with talks from Singapore to Cape Town and Oslo itself. Together with a host of amazing content creators, we got stuck in with some really cool experiences and hands-on workshops around the island, where we learnt tips and techniques on how to create that thumb-stopping content.
Here’s a peek at just a few of the great workshops, from surfing and visual storytelling to creating valuable social content from your surroundings on the streets of Jersey.
This year we’ve chosen to hold the event in Oslo for a number of reasons. Not only does this beautiful city have the most picturesque scenery with 40 islands and 343 lakes, it is also the European Capital 2019 and in the process of being certified as a sustainable destination.
Over the years, Visit Oslo has created some truly unique and inspiring content, positioning itself as pioneers when it comes to delivering a really powerful destination brand message within the DMO space, which over time, has solidified itself as authentic, inclusive and pioneering. This is just one of the many reasons why we are excited to be taking #DTTTCampus to Oslo this June, and it is the perfect opportunity for DMOs to connect with the Visit Oslo team and get truly inspired firsthand!
As a small and still relatively unknown destination, Oslo does not have huge teams dedicated entirely to creating content or hefty marketing budgets. However, what they do have is much more impactful, and the foundation of its content strategy is the destination’s strong values.
Strong brand values are fundamental when it comes to creating content and brand messaging, particularly in the travel industry where the competition is extremely high and the product is intangible. The key lies within communicating the value of your product to build an emotional connection and to resonate with your audience in some way, which is why nowadays authentic storytelling is absolutely key.
A great example of this is ‘The Proud Experience’ a 2018 campaign created for Oslo Pride, Norway’s largest festival for the LGBTIQ population. The video campaign invited people from places with restrictive cultures or where it is not so widely accepted, to experience Oslo Pride firsthand. The fundamentals of the campaign and the key messaging was based on demonstrating a destination of strong values; open-mindedness, inclusivity and diversity.
Another is ‘The Great Escape’. A highly innovative campaign by Visit Oslo in direct response to the rising issue of overcrowding in European cities and other destinations worldwide, while creating fantastic promotional content for the city.
The campaign involved searching social media for travellers that needed to be ‘rescued’ from an overcrowded tourist attractions, and providing them an escape to the city of Oslo - a destination with plenty to see but with more room to breath.
Sam and Marela Glavaš from New Zealand were rescued from the Louvre in Paris via the hashtag ‘vacayfail’, and invited on an all-expenses paid, 48-hour trip to Oslo. In fact, both travellers were not paid influencers, but were selected pure by chance based on their availability.
The video was hugely successful receiving over 6 million views across social media platforms with 90% of the viewers coming from international audiences.
Here at the #DTTT, we have been following Visit Oslo’s work for many years and we are always impressed with the latest campaign. What makes these two campaigns truly unique is that they offer something more than a traditional overview of the city. The Proud Experience allowed Visit Oslo to highlight its open-minded and inclusive nature in an authentic, fun and even life-changing way.
On the other hand, the Great Example showcased the best of Oslo through the eyes of real people with genuine reactions. The campaign touched on the industry-wide issue of overtourism in popular destinations in a way that travellers can relate to, while creating fantastic promotional content for the city. Both campaigns demonstrate the importance of storytelling through a unique lens, communicating a strong and emotive message that really resonates with the audience.
These campaigns, along with many others, is just one of the many reasons we’ve decided to partner with Visit Oslo for 2019. We look forward to seeing what 2019 has in store, and we can’t wait to catch up with the team in Oslo at #DTTTCampus in the summer!
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