Sted: Scandic Bystranda
Digital is changing consumer behaviour and leading to a digital divide of those that navigate and take advantage of the new digital landscape and those that fail to embrace digital trends.
So how can you embrace these trends and make the most out of understanding consumers better to create unique and compelling experiences?
Nick Hall will kick off his opening session at #NorwegianDTC by showing unique and cutting edge approaches, embracing digital trends to differentiate yourself in this ever-changing digital environment.
Ingrid Nernæs will be sharing her perspective on the 2017 outlook for Innovation Norway, taking a complete look at how Innovation Norway are taking the lead role in developing the brand internationally through their ongoing work in digital.
Drilling down into detail, we'll be getting to understand the thought process behind the work. We'll be specifically sharing insights on Innovation Norway's content strategy, how they work with content and the type of content that helps craft the right brand message in international markets, seeing how this work transcends across different channels and campaigns.
Following on from Ingrid's intervention at the Norwegian Digital Travel Conference, we'll be further discussing the topic of destination branding in depth with Norwegian and International perspectives shared in the breakout plenary after lunch.
Marianne Broholm Einarsen - NSB
NSB's Marianne Broholm is at the helm of an ambitious and highly successful destination initiative which others worldwide should take careful note of.
Recognizing that there is much more to successfully developing and marketing a destination than simply great marketing, NSB, together with their product and destination partners have worked really hard on designing a new, highly successful destination product offer ripe for the international market.
Her story of one of a vision and collaboration, working hard towards developing tourism at a product and brand level, packed with snippets of brilliant innovation.
Storytelling dates back to our earliest ancestors when rock carvings helped depict our way of life helping future generations understand our relationship with the land our beliefs and practices rooted within it. Several millennia on from those early ancestral traces, storytelling continues to define and shape our understanding of the world.
With the power to enrich the experience and the ability to reach further and deeper in how our message is shared, it is no wonder that the tourism industry is excited about its potential. As we increasingly see destination brands and businesses foster relationships with content creators and influencers, William is going to help us understand how sometimes stepping back from your brand and letting others tell that story is the most powerful form way to get others excited about what it is that you have to offer.
Flying all the way from South Africa, William will be sharing is deep destination insight from South African Tourism where he’ll explain the huge success achieved in working with influencers. William’s more recent transition do digital brand agency Fogg will help to further translate great storytelling into powerful engagement with the right strategic approach to digital.
Reidar Fuglestad - konserndirektør i Kristiansand Dyrepark gir oss et innblikk i hvordan de kartlegger gjestens bevegelsesmønstre i Dyreparken ved hjelp av beacon-teknologi, og hvordan de bruker disse dataene til å gi de besøkende bedre opplevelser og parken et bedre beslutningsgrunnlag for utvikling av parken.
Set amongst the backdrop of the INSITE project, Erik Svensrud from InFuture will share in-depth insights on an extensive piece of research conducted with Dyreparken and Usus.
The research taps into visitor intelligence facilitated through new technologies, in particular beacons, looking at how to use these to improve the guest improvements. The research looks at:
- How to improve the guest experience
- Find new ways of organising guest behavior
- Internal approach to follow-up on findings
Following a presentation on this highly practical and hands-on research, we'll be opening up to the floor for discussion to share ideas around potential opportunity from large scale business down to micro enterprises.
14.00 - 14.30: Presentation of Research - Erik Svensrud
14.30 - 14.45: Interview with Usus & Dyreparken
14.45 - 15.00: Audience Discussion
In this interactive breakout session moderated by Heidi Sørvig we'll be inviting different perspectives on destinations both Norwegian and international.
Looking at key trends in destination branding, specifically at the role from the National Tourism Organisation down to the local and regional organisations. We'll consider the key developments happening in this space and how destination brands continue to adapt to these.
Getting into a lively discussion with different views and ideas shared, we'll be getting to the bottom of where different organisations can add the most value to their destination's development and looking at how the landscape in Norway compares to that of other countries.
When the planning team here at the #NorwegianDTC first saw Ask Gudmundur, the initial reaction was 'wow' and 'that's amazing'. It's a good start for any DMO who's setting out to inspire and amaze future visitors to book a trip and discover it for real. The forward-thinking nature of Promote Iceland is truly inspirational and shows they are truly on top of their game when it comes to content.
Sveinn Birkir Björnsson join us at #NorwegianDTC to not only talk about how they developed the concept of 'the human search engine' and live hangouts, but also to share the incredible story of how Inspired by Iceland came to be, driven by stories and content.
Danish Farhan is the founder of a boutique brand consulting agency known as Xisché. Based in the United Arab Emirates, Danish is heading all the way to sunny Kristiansand to talk about what makes a successful brand, why happiness is so important for the visitor economy and how to achieve desirability as a travel brand.
Ending the day with some thought provoking ideas, we'll then head into an on-stage interview to get under the skin of what drives a strong brand in tourism.
Read more about Danish Farhan.
I år ønsker vi å gi deg en skikkelig smak av Sørlandet, og dermed drar vi etter endt konferansedag ut i skjærgården til Saltebua på Bragdøya like utenfor Kristiansand. Her blir det havets festbord med de lekreste retter, sosiale aktiviteter og tid til å mingle med både deltakere og foredragsholdere.
Sted: Scandic Bystranda
Parallelle workshops uten forhåndspåmelding. Førstemann (med billett til dag 2) til mølla. Det vil være mulig å bytte spor i pausene.
Beskrivelser av hvert spor:
Destination Trysil have worked this year on creating virtual reality content to showcase what the destination experience looks like to existing visitors. This case study will be shared by the team from Destination Trysil and helps both businesses and destinations to understand the strategic thought process behind planning for VR. In this case, we particularly like how VR has been used in a sales environment to directly drive repeat visitation. The timing and distribution proved to be perhaps more important that the content itself in determining its success.