4.3 Shaping the New Story Framework

Storytelling is the key to strengthen the message you convey about your destination. It is now the perfect time to craft unique stories that match a destination's DNA and help to convey key messages and stories. Especially in this time of fear and uncertainty, the communication between your destination and your audience needs to be reinforced.

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Destinations around the world have to become masters of multimedia storytelling, developing stories and messages that work using a range of formats available to inspire, engage and evoke emotions in consumers. While this sounds quite straightforward, it is actually easier said than done.

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With the wealth of information and stories already out there about competing destinations but also your own, DMOs often find themselves having to find new and innovative ways to cut through the noise. One way of achieving this is to employ a strategic approach to storytelling. Once an approach and direction to take is set, it is much easier to develop quality stories and implement storytelling methods to help destination content perform better and drive success.

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This template provides you with a framework to follow to create a story around your content, working on a message that can inform, educate and strengthen the bond with visitors and local people.

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