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ET13 - F1 - Copenhague digital tactics

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Intervention réalisée lors des 13èmes Rencontres Nationales du etourisme, à Pau, les 17 et 18 octobre 2017. #ET13

Publié dans : Voyages
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ET13 - F1 - Copenhague digital tactics

  1. 1. @visitcopenhagen F1 : COPENHAGUE EN PROFONDEUR #ET13F1 @dublanchet
  2. 2. DIGITAL TACTICS FROM STRATEGY TO EXECUTION
  3. 3. 45 SEC. RECAP FROM THIS MORNING
  4. 4. 1 WE SHOULD ABANDON INSIDE-OUT THINKING ALONG WITH ”TOURISM MARKETING” 2 OVERTOURISM CAN BE COUNTERED WITH A LOCALHOOD MINDSET 3 SHARABILITY IS GREAT NEWS FOR DIGITAL MARKETING
  5. 5. STRATEGY MEETS TACTICS
  6. 6. IF THE TRAVELLER WINS. YOU WIN.
  7. 7. HAVE AN INHOUSE CONTENT TEAM DESTINATION DNA TRAVELLER NEED MARKETING MESSAGE
  8. 8. HAVE AN INHOUSE CONTENT TEAMWHERE YOU NEED TO BE…
  9. 9. 5 SUGGESTIONS FOR DIGITAL TACTICS YOU CAN APPLY TOMORROW
  10. 10. A TIME FOR REFLECTIONS AND QUESTIONS
  11. 11. FIRST
  12. 12. REFOCUS YOUR CONTENT APPROACH
  13. 13. TINA SANNEDITTE HONGYI BJARKE MARTIN ASGER DAN DANIEL NICOLAI
  14. 14. CHIEF DIGITAL JANITOR INSTAGRAM SPECIALIST SoMe CREATIVE STRATEGIST VIDEO & DRONE SPECIALISTDIGITAL CAMPAIGN MANAGER CHINA SoMe CREATIVE STRATEGIST CHINA WEB CONTENT PRODUCERDIGITAL CAMPAIGN MANAGER WEB MANAGER INFLUENCERS & VIDEO PRODUCTION
  15. 15. ALWAYS ON SoMe PRESENCE TRIAL AND ERROR HERO CONTENT AIRLINE CAMPAIGNS
  16. 16. KEY THEMES - OCTOBER ‘The true colours of Copenhagen’ Teasing the seasonality and the changing colours of the parks and green spaces scattered all over Copenhagen. ‘Halloween in Tivoli’ Using Halloween as a hook to showcase Tivoli, one of the world’s most popular amusement parks, in the heart of the city. ‘…….‘One trip, two countries’ Copenhagen is one of very few European destinations with another country located a mere 30 minutes away. Showcasing Copenhagen & Malmö in unison.
  17. 17. 177.000 156.000 46.000 CREATING A FOLLOWER BASE 40.000
  18. 18. DES QUESTIONS?
  19. 19. WHY DO I NEED AN IN-HOUSE TEAM WHEN I CAN USE AN AGENCY TO EXECUTE MY CAMPAIGN?
  20. 20. SECOND
  21. 21. STEP OUTSIDE YOUR COMFORT ZONE
  22. 22. NICE CREATIVE EXPERIMENTS GETS VIEWED AND SHARED 500.000 VIEWS IN 24 HOURS
  23. 23. CHALLENGING ”TOURISM CLASSIQUE”
  24. 24. WITH LOCALHOOD…
  25. 25. AND ”TOURISM NOUVEAU”
  26. 26. DES QUESTIONS?
  27. 27. WHY NOT JUST USING USER GENERATED CONTENT ONLY?
  28. 28. THIRD
  29. 29. EMPOWER OTHERS TO SHARE MORE STORIES
  30. 30. THERE ARE A MILLION STORIES FROM YOUR PARTNERS TO TELL…
  31. 31. 2016 30 INFLUENCER VISITS 2017 50 INFLUENCER VISITS
  32. 32. INFLUENCERS ON INSTAGRAM
  33. 33. VS
  34. 34. 1 BILLION HASHTAG VIEWS
  35. 35. DES QUESTIONS?
  36. 36. HOW IS INFLUENCER MARKETING ADDING NEW TOPPICS TO THE CONVERSATION?
  37. 37. FOURTH
  38. 38. PARTNER WITH UNIQUE VOICES
  39. 39. UNIQUE VOICES
  40. 40. URBAN WILD FILM
  41. 41. PARTNERS WITH A SPECIAL DNA INTERESTING NICHE TARGET GROUPS
  42. 42. DES QUESTIONS?
  43. 43. WHAT QUALIFIES PARTNERS WITH SPECIAL DNA?
  44. 44. FIFTH
  45. 45. HIGHLIGHT THE ALTERNATIVE AND UNEXPECTED
  46. 46. TELLING THE ALTERNATIVE STORIES OUTSIDE THE CITY CENTER…
  47. 47. ü  COMBATTING VISITOR PRESSURE ü  MAKING THE TRAVELLER STAY LONGER AND EXPERIENCE MORE
  48. 48. 1. REFOCUS YOUR CONTENT APPROACH 2. STEP OUTSIDE YOUR COMFORT ZONE 3. EMPOWER OTHERS TO SHARE STORIES 4. PARTNER WITH UNIQUE VOICES 5. HIGHLIGHT THE UNEXPECTED
  49. 49. DES QUESTIONS?
  50. 50. MERCI! HEAD OF DIGITAL MARKETING BJARKE HJORTH BJH@WOCO.DK M: +4523430730

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