Presentation on VisitOSLOs "open design process", We were crowdsourcing input from the people of Oslo and the local travel industry under the tag #diggeroslo - inviting everybody digging Oslo to influence the designers (from Brandlab) and in the end choose between two different design concepts. Presentation given at Norwegian Digital Travel Conference 2014.

1. #diggeroslo & Oslo’s digital footprint
Katrine Mosfjeld, Director of Digital Development in VisitOSLO - @kmosfjeld
Norwegian Digital Travel Conference, Kristiansand 21.October 2014

4. After the evaluation process, these choices
will lead the way for VisitOSLO
1. Oslo is more important than VisitOSLO
2. We need the same goals as the industry  Turnover
3. It’s important to activate the people of Oslo
www.visitoslo.com
4. Boost events in the city
5. VisitOSLO must take a pioneer role in digital marketing

5. It isn’t making the strategy that’s
the difficult part.
Its remembering where you put it.
www.visitoslo.com

10. A digital strategy
That is more about what
is out there

11. Two main goals in the digital
strategy
Increase Oslo’s
digital footprint
Become Oslo’s
digital
«lighthouse»
Everything on Oslo,
in any digital media,
published both by VisitOSLO
and by others.
Boosting digital Oslo initiatives
VisitOSLO encouraging digital
activity in the experience
industry in Oslo.
Acknowledged for innovations in
digital, competence in digital
communication and
interpretation of digital
pioneering.

12. New strategy, new set of goals,
new ways to work, re-organization…

13. And this?

15. Design is not my profession…
– but could we take this
opportunity to live out our new
strategy?

16. First proof of our new strategy
#diggeroslo

17. Goal:
To have a new logo and visual
design concept
To take the opportunity to create it
in harmony with the new strategy

18. We created a concept aiming
for…
• Involving our stakeholders
• Activating the people of Oslo
• Building local patriotoism. In the city you’re «allowed to hate»
• Communicate and discuss «The real Oslo»
• Give our logo a story and a wide ownership
• Kill critisism 
Increasing Oslos digital footprint
Strengthen the «digital lighthouse»
Doing some digital pioneering

20. Design brief. From all who #diggeroslo

22. We asked for
inspiration…
and the people
responded!

23. Challenge:
To keep the story
alive and people
involved
for 3,5 months.

24. Open workshop
for the hardcore fans

25. An important part of the story:
we have a professional design
team
Moodboards – hæ??

26. And we had Brandlab blogging

27. The first sketches

28. Buzz

29. Cute #diggeroslo tweets that
escalated…

30. Å digge, #digger, har digget

32. In the end we had
two very different
concepts
for people who
#diggeroslo
to choose
between

33. «A slice of Oslo»

34. «Magnifying Glass»

35. www.visitoslo.com
Voting in
Aftenposte
ns
Osloby.no

36. www.visitoslo.com
And almost
4000 votes
decided for
this
concept

37. #diggeroslo stats
856 tweets
10 313 Instagram photos
17 blogs 7 articles
4 films
3 presentations of the case
3,2 millions in reach, or 13.500 per day

38. One prize 

40. Oslos digital footprint – May
2014
92 743 actions from VisitOSLOs followers
34 647 content pieces created by others;
1 744 650 exposures of VisitOSLOs own
content on web, API, app downloads,
monitors, etc

41. The #diggeroslo campaign is
over,
but #diggeroslo still lives very
well in social media
and we got ourselves a new
logo