The Power of Storytelling

The Power of a Great Story 11 April 2011 Travel Manitoba Conference Keynote Address by: Dr. Nancy Arsenault

Everyone has a story to tell! • People • Business • Destinations • Regions • Province • Canada

Stories create connections with people and places Every town has a story and special characters that brings out themagic for travellers

Stories can be powerful, compelling, exciting, informative, educational, personal, and memorable. What stories are at the heart of your visitor experience?Are you using them to create a competitive advantage?

What’s your story?Think of a story that brings back a fond memory. Introduce yourself and tell your table-mate!

What just happened? Why?

Stories, like a great visitor experience are:• Personal• MeaningfulYour stories belong to you, they:• Come from the heart• Are delivered with honesty and passion• Make connections

Building Manitoba’s Story: Think About ...• What stories/episodes will resonate, for which ideal guests.• Decide the emotional response you want to create.• Write the script ✦ Where ✦ What ‘stuﬀ’ do you need?• Decide who is best to tell the story (e.g.: local gems)• How to engage the visitor in the story

GRAB SOME ICE AND LETS SET SAIL

Royal BC Museum GreaterDiﬀerentiation Higher Yield Putting the guest INTO the story Tours, (An experience) docents (Visitor services) Land, artefacts General (Commodity)Undiﬀerentiated Admission, gift shop Lower Yield (Goods) Framework: Pine & Gilmore (1999) Value of Economic Progression Tourism Context: Tourism Cafe (2011)

RESULTS: THE 2007 ROYAL BC TITANIC MUSEUM • 451,120 visitors, 1/3 said this was the reason to visit Victoria • $30M economic impact • Fabulous exhibit but the passenger manifest and the ‘ticket’ … were the ticket, to a terriﬁc guest experience. • I received my boarding pass and entered …I saw, I sampled, I tried on, I touched, then … Discovered my fate on April 15th, 1912.

Let’s look around the world For communities For destinations For attractionsWhere’s stories are working

Communities have stories! That engage and celebrate.

Destintions have Stories Nami Island, South KoreaThat can transform a place & it’s people

63 kilometers, started $6.3M in debt And the CEO insisted on being paid 10 cents a month until hebrought the island out of debt, then he would get half the proﬁts

FEW PLACES TOUCH YOUR SOUL ...

A STORYLAND AND YOU GET AN IDENTITY!

Theme the Experience - at Nami it’s about books!

READING IS EVERYWHERE!

And a Harmonized, Artistic, Sustainable Environment

WITH NON-TRADITIONAL PARTNERS

HE TURNS OFF THE LIGHTSTHE ISLAND AT 10:00 PM SOGUESTS CAN SEE THE STARS

AN ARTIST, A DREAMER,INSPIRATIONAL LEADER

Attractions have StoriesInvesting in stories over infrastructure is: ... less expensive ... more engaging ... quicker to market ... attracts interest and new visitors ... builds HR capacity ... ﬂexible/dynamic

Laura Plantation, LouisianaThe stuﬀ The stories

Meet Norm the Owner... and in 2004 when they burned down

And now, if you like, the posts can talk!Et avoir un message français

Why Stories Work• Trigger emotion and intrigue• Engage people, bring understanding• Have a theme, plot, characters, action• They can evolve, have chapters-episodes• Storytelling is a natural human impulse• When meaningful, they are memorable

The Keys to Building Tourism Experiences through Storytelling• Audience: What stories do you want guest to be sharing? What memories?• Product: Engage your visitor in the story!• Promotions: Think like a publisher or media writer and communicate like a storyteller.

The Power of a Great Story

Tell stories to sell travel• Ignite interests• Connect with visitors• Sell tourism• Learn from ... when you listen

Once you have a story ... Facebook, Trip Advisor, Twitter YouTube, Flickr, Blogs ... Social Media (what) (how) The Story Traditional Print Photos Internet Video Handheld Audio Audience (who)Idea Source: Todd Lucier

Think About the Entire Customer LifecycleFrom moments to memories ™

Make Stories Work for You! Stories are compelling and can be an excellent foundation for: • Connecting with travellers • Reaching new markets • Crafting tourism experiences • Conducting research • Creating meaningful engagement.

Thank you! nancy@arsenaultprojectsolutions.ca nancy@tourismcafe.ca Twitter & Facebook: nancyarsenault Linkedin: Nancy Arsenault Tel: 250.391.6077

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The Power of Storytelling

by The Tourism Cafe on Apr 11, 2011

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