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#DTTT Blog

#DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses.

We are all set up in the newly transformed Høymagasinet and ready to get started! Stay tuned for live updates...

First up, we have Kevin Wright all the way from Travel Oregon joining us to talk about the role of brand and content. Since 2003, the Travel Oregon brand has continually evolved to differentiate itself from the competition and stay relevant to changes in the digital landscape and visitor behaviour.

“Travel is no longer a hobby but a badge that defines people”

Wow! We are blown away by the story of Travel Oregon's transformation and Kevin Wright has given us all a fantastic insight into how the DMO has challenged key topics such as sustainability and overtourism through very specific content targeted to niche audience with a confident voice and highly unique campaigns. Have you seen the animation campaign?

Another interesting point is how Travel Oregon has restructured the organisation over time, building a strong integrated marketing studio internally and a cross-functional briefing process. 

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We are now joined by the team from Visit Norway, sharing insights into how they have restructured the DMO, centralising marketing efforts and story creation. If you haven't heard about the Moose Truce, take a look. This is a fantastic example of responsive marketing and social listening made possible by a strong, multi-disciplined in-house team with a varied skill set, able to respond quickly and capably. Visit Norway responded with an entire marketing campaign including video and even a song and dance, in response to who claims the biggest moose, Canada or Norway. 

Key takeaway - All storytelling content is produced by the team in-house which is instrumental in the quick turnaround of new and relevant content. Visit Norway also has a 'hot pot' in the budget - if something is hot or trending in the media, they have the agility and resources to react quickly!

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We are now joined by a varied panel of perspectives; Contiki, Visit Scotland and Tastemade, discussing visual storytelling and partnerships, highlighting what makes a good partnership, understanding objectives and reaching key audiences.

The challenge is how to communicate an intangible product and the solution is using content and storytelling to bridge the connection, using language that resonates with key audiences, speaks about topics that relate to interests and their life, and distributing that through the channels they use.

Visit Scotland and Contiki have established a strong partnership, creating and distributing storytelling focused content based on insight led concepts, reaching the key audiences they want to reach.

Key takeaway - If you are thinking of entering a partnership with a media partner or publisher, be very clear about your objectives from the outset, think long term, and tap into the insights of your partner's audiences as well as your own. You know your audience best and this is the same with your partner.

Tastemade is the biggest social publisher for young people, and Rosie Arrowsmith joins us to talk about they have reached this position in the market.

Takeaways - Long-form content on social is the way forward for the future.

The first 30 seconds of video content is the most important. If people stick with you for the first 30 seconds they are likely to watch the whole video. Use video in the 3-6 month window before travellers book their trip - video is so important in the inspiration stage.

Collaborate in a meaningful way - really great work can come out of collaborations. Be true about your weak points and understand where to look to fill those gaps.

The idea first, is absolutely essential. Think big and then think practical further down the line.

Always talk authentically - if it's not who you are, don't do it.

Be smart with data and insights - if you don't use data correctly, don't use it. Use it for creativity and not to get clicks and if you don't have the skills in-house for this to work, hire externally.

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Teboho Mahalatsi joins us all the way from South Africa to showcase a film he created for South African Tourism. This fantastic film demonstrates the power of storytelling through different forms, perspectives and interests, while cleverly illustrating points of interest around South Africa and everything it has to offer to potential visitors.

Continuing with powerful storytelling and video content (which can also be viewed in VR if you happen to have a headset), Daniel Bury joins us to showcase his film 'Yawarani' and share the story behind its creation.

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We are back for Day 2 of #DTTTCampus, kicking off with VisitOSLO who will be sharing the work behind its brand new AR app.

So we have seen exclusive behind-the-scenes footage of how VisitOSLO is developing this app, however, it is still in progress so stayed tuned for the big reveal.

Some words of advice - Make sure to have solid content, more complicated concepts require a well-thought-out user interface, chose the spots for your AR experiences with care, maximise cost efficiency.

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Now, we will be hearing about how to create a social industry partnership framework with CrowdRiff and Vancouver Island, exploring how industries can work together when it comes to visual content and use UGC to support local partners.

Using UGC to leverage partners and support the wider community DMOs, through Instagram challenges and working with ambassadors to fill the content gaps.

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How do experiences and social come together? We are now listening to a panel of different perspectives to discuss shaping experiences exclusively for influencers, what the challenges are and what specific objectives are realistic for your own organisation.

There has been a real shift in how people are looking at influencers, with a significant focus on quality over the number of likes or followers. It is more and more important to be authentic and natural and most importantly, sustainable, integrating this into the everyday processes of your destination strategy and finding what works best for you.

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Destiantion Canada joins us to discuss how the destination is successfuly developing signature experiences within the destination, and communicating this throughout 10 key markets.

The travel landscape has shifted from 'Destination travel' to 'Transformative travel' and as a result, Destination Canada has moved from a destination brand to a passion brand

Moving away from ads that tell you to go somewhere, to recommendations from friends, families and influencers saying you HAVE to visit Canada, and adapting from agencies that focus on making lots of adverts to agencies that focus on storytelling. This involves creating 'squads' and putting people together from different departments who may not have directly worked together before, allowing a faster learning experience and more integrated development. This required a change of culture which at first can experience resistance, but moving from fear of failure to experimentation and really trusting each other has created a truly dynamic and agile team who appreciates each other's skills and collaboration.

The purpose of Canadian signature experiences helps small and medium sized businesses grow, giving them opportunities they would never have had otherwise. These programmes really do matter!

In terms of content creation, when you create a story and it’s about a culinary experience people spend so much time with it, but when you add maps and extra details you get a higher amount of stay time for the viewer.

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Sustainable Travel, zero impact experiences, zero waste travel - these are all key trends currently shaping the tourism landscape today. We are now joined by Maja Pak from SloveniaInfo to discuss how to shape destination experiences with sustainability in mind. It's no longer about being sustainable, its about learning. Learning from the nature and the people, and always considering quality over quantity.

We all have to go back to basics, be true to our brand and true to our visitors to make it a great place to live and visit. Focusing on small changes rather than significant changes is the first step in making sure sustainability stays sustainable!

That's #DTTTCampus! For those of you who came, thank you very much for joining us. If you were not able to make it, we hope you find this useful and hope to welcome you to #DTTTCampus in the future.

 

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