🤳🏽 Workshop Overview 🤳🏽

Following closely behind their Millennial predecessors, Gen Z is the next big thing in destination marketing. A generation of true digital pioneers and social media natives, who are influencing family travel decisions and are heavily swayed by social media when it comes to deciding where they want to travel.

This workshop will fully explore the latest trends on visual storytelling, learning how to create the right content for the right audience, specifically focusing on capturing the attention of niche audiences and passion groups. Guided by Contiki, Tastemade and Visit Scotland, you will learn from two different perspectives, DMO and Content Publisher, looking at how content comes together in tone, format, pitch and style as well as the mediums and channels which are most prevalent amongst each audience and how to successfully engage and work with them

All you need to know for this workshop 📌

This workshop will fully explore the newest trends in how content is consumed amongst the Gen Z market, looking at both how content comes together in tone, format, pitch and style as well as mediums and channels which are most prevalent amongst young travellers and how to successfully engage and work with them.

This is not your regular storytelling business. You will have the opportunity to discuss first hand experience of working with the newest channels and content trends as well as explore how to be relevant to this fast rising travel audience.

Who is it for? 🙋‍♀️


  ✏️ Content Strategists

🤳🏽Content Strategists



Your Agenda 🗓

  14:00 - 14:30: Introduction & inspirations

  14:30 - 15:30: Ideation process

  15:30 - 15:45: Coffee Break

  15:45 - 16:45: Prototype

  16:45 - 17:30: Pitch and debrief

Recommended materials 📝

  💻 Your computer





Workshop Outcomes

Explore a wide range of new channels and formats

Develop prototype content idea:

• Built for new audiences

• Published on new channels

• Shaped around audience interests

Identify your own partners for different markets and audiences

Show and tell session with DMOs in a roundtable

Test and discuss content trends and storytelling for Gen Z

Workshop hosted in partnership with


Contiki is the travel company exclusively for 18-35 year olds. Their purpose is to connect young travellers to the time of their lives. Contiki believes in real experiences: Travel with no regrets.


Working closely with private businesses, public agencies and local authorities, Visit Scotland ensures that their visitors experience the very best of Scotland and that the country makes the most of its tourism assets and realises its potential.


Tastemade is a global entertainment company with offices around the world. They inspire people through engaging entertainment, exciting experiences and authentic products..

Our Experts

Lottie Norman, Contiki

Before joining Contiki Marketing as Head of Content Lottie worked both in-house for VisitBritain and agency side for the Publicis network within EMEA and APAC. Lottie has over 12 years’ experience specialising in guiding brands, agencies and government to create content-centric campaigns, strategies and platforms that grab attention, push innovation and inspire action. 

Emma Hallington, Visit Scotland

Emma works in the Emerging Markets Team at VisitScotland looking after the Australasian, Indian and Middle Eastern markets.  With over 10 years experience in destination and travel industry marketing, Emma currently works on a range of B2C and B2B partnership, content and media activities across all of her markets.

Rosie Arrowsmith, Tastemade

Rosie has a wealth of knowledge of the media industry having started her career at Channel 4  and Viacom. She joined Tastemade a year ago to follow her passion for food travel and lifestyle. Rosie works with clients to maximise their social potential and engage with global audiences in a meaningful way. 

The Venue 

Latter is Norway’s biggest comedy club and houses two stages, a restaurant and a bar.

It would be the ideal location for this workshop.

👫 Your Buddies 👫

If you are feeling slightly nervous or you are coming to the event alone and you're worried about where you need to be and how to get there, grab a buddy! Our buddies from the #DTTTT and VisitOSLO team will be there to guide you through everything you need to know, where you need to be and also be a helping hand during the workshop. Everything is better with a buddy!




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