The reinvention of VisitOSLO Katrine Mosfjeld, Director of Media & Campaigns, VisitOSLO

@KMosfjeldSocial Media Tourism Symposium, Amsterdam March 2015. #SoMeT15EU

Background & insights

The new strategy

The new ways

Change Top down? Or bottom up?

@benteholm

Value creation in Oslo’s travel industry

What days are the most profitable for Oslo?

The competition…

The reality:

Reinvent yourself!-or someone else will.

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Guiding lines for the new strategy & organization

Oslo is more important than VisitOSLO1.

We need the same goals as the industry and stakeholders; turnover and value creation

2.

It’s important to activate the people of Oslo3.

We need to boost the events in the city 4.

VisitOSLO must take a pioneer role in digital marketing

5.

1. Mission

WE MAKE PEOPLE VISITAND USE OUR CITY

5. Values

GOOD OSLO EXPERIENCES WILLLEAD TO MORE AND BETTER OSLO EXPERIENCES

3. Main goals

INCREASE THE CITY’S DIGITALFOOTPRINT BY 20% ANNUALLY

VALUE CREATION NOK 17,4BILLION BY 2019

Oslos digital footprint, the KPIs:

Engagement from our own followers in (social) media

Exposure of our own content

Content pieces created by others

Source: Nielsens global trust in advertising and brand messages, 2013

New goals opens for brand new ways to work!

“The difficulty lies, not in the new ideas, but in escaping from the old ones”

-John Maynard Keynes

DIGITAL STRATEGY – BASE OF ALL ACTIVITIES

The digital strategy:

Increase Oslos digital footprint

Become Oslos digitallighthouse

Proof of Concept«The digital pioneer and

the power of social»

#diggeroslo

#diggeroslo

The digital footprint – engagement in The digital footprint – engagement in our own (social media) channelsour own (social media) channels

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The digital footprint – The digital footprint – Content created by othersContent created by others

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Instawall TripAdvisor widgets

The digital footprint – exposures of our own content

Become an authority on Oslo, and important Oslo stories.

Digital Disruption

World’s first DMO with an open API

Boost InnovateDistribute

Position ourselves

The idea

BUT INCREASES OSLOS DIGITAL FOOTPRINT AND PREPARES US FOR THE NEXT WEB

Open API disrupts ordinary business models

Work shops Travel fairsMegaboards Catalogues

Etc

No

New event list with ticket informationcreated with info from Ticketmaster API

Kick ass services that will fit in on

all levels of our strategy

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Execute innovative & effective stuffTalksBloggingIndustry website

NetworkTraining Co-ordinated activities

Become Oslos digitallighthouse

Success «at home» is necessary in order to reach our annual footprint goals.

Become Oslos digital lighthouse Increase Oslos digital footprint 20%

We’re ready for year two of our

strategy!