eDistribution as a marketingtool for tourist destinations


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eDistribution as a marketing tool for DMOs.
-Strategy, implementation and results.
EBTER 09 Amsterdam. IFITT.

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  • eDistribution as a marketingtool for tourist destinations

    1. 1. E-Distribution for DMO’s; Strategy, implementation and results. VisitOSLO case Katrine Mosfjeld, Manager Tourist Information Division [email_address] VisitOSLO – Oslo Visitors and Convention Bureau ENTER 2009 Destination Track
    2. 2. VisitOSLO as <ul><li>DMO for Oslo </li></ul><ul><ul><li>Visitor and Convention Bureau for Oslo </li></ul></ul><ul><li>100% owned by the Travel Industry in Oslo </li></ul><ul><li>Funded by </li></ul><ul><ul><li>Travel Industry in Oslo </li></ul></ul><ul><ul><li>Municipality of Oslo </li></ul></ul><ul><ul><li>Commercial Activities </li></ul></ul><ul><ul><li>Innovation Norway (through projects). </li></ul></ul>ENTER 2009 Destination Track
    3. 3. VisitOSLO <ul><li>VisitOSLO shall </li></ul><ul><li>be a significant part </li></ul><ul><li>of developing </li></ul><ul><li>culture and trade </li></ul><ul><li>in the Oslo Region. </li></ul><ul><li>Consequences for e-strategy: </li></ul><ul><li>Visibility and accessibility </li></ul><ul><li>of information about Oslo in </li></ul><ul><li>the medias our target groups relate to at any time. </li></ul>ENTER 2009 Destination Track
    4. 4. VisitOSLO’s e-Distribution Strategy <ul><li>VisitOSLO shall be present with information on Oslo in the Medias which our (potentitial) guests relate to, in order to be a significant part of </li></ul><ul><ul><li>Communicating the multiple possibilities for Oslo visitors </li></ul></ul><ul><ul><li>Increasing the numbers of visitors to Oslo </li></ul></ul><ul><ul><li>Improving and extending the experiences of our visitors while they are in town </li></ul></ul><ul><ul><li>Increasing the tourist expenses in the Oslo Region </li></ul></ul><ul><ul><li>In order to do all this, we will provide </li></ul></ul><ul><ul><li>Quality Information together with Oslo Travel Industry </li></ul></ul><ul><ul><li>Technology that allows users to participate with information online </li></ul></ul><ul><ul><li>Strategical Partnerships </li></ul></ul><ul><ul><li>Visibility in e-Communities </li></ul></ul><ul><ul><li>e-Distribution in general </li></ul></ul>ENTER 2009 Destination Track
    5. 5. e-Distribution of information XML ENTER 2009 Destination Track Google Maps Aftenposten .OsloPuls .no Visit norway .com ” OsloVert” eLearning different Web sites Mobile Applic. What’s on (Print) Finn.no Text-TV Oslo Airport Airport Express Train Info Database (Tellus ) XML XML XML
    6. 6. e-Distribution to other sites ENTER 2009 Destination Track
    7. 7. Development of clicks ENTER 2009 Destination Track
    8. 8. e-Distribution: ”Mash up” in Google Maps ENTER 2009 Destination Track
    9. 9. … Links to the same information -on visitoslo.com <ul><li>Booking through this link increased by 130% from 2007 to 2008 </li></ul>ENTER 2009 Destination Track
    10. 10. Why e-Distribution? <ul><li>Work the Information once </li></ul><ul><li> use it many times! </li></ul><ul><li>gives Oslo visibility in new medias and other channels </li></ul><ul><li>gives visibility for the industry in new medias </li></ul><ul><li>gives traffic back to visitoslo.com </li></ul><ul><li>increases visibility on search engines </li></ul><ul><li>increases revenue </li></ul><ul><li>-Distribution is often free of charge </li></ul><ul><li> DMOs should take position as the most reliable Information Suppliers! </li></ul>ENTER 2009 Destination Track
    11. 11. e-Distribution: Oslo Airport Express Train ENTER 2009 Destination Track
    12. 12. Monitors at the Oslo Airport ENTER 2009 Destination Track
    13. 13. Same Information – different Channel ENTER 2009 Destination Track
    14. 14. e-Distribution to TeleText <ul><li>NRK </li></ul><ul><li>TV NORGE </li></ul>ENTER 2009 Destination Track
    15. 15. E-Learning System: ”OsloVert” (”Host of Oslo”) <ul><li>Aims at increasing the competence and pride of people working in direct contact with guests </li></ul><ul><ul><li>Hostmanship </li></ul></ul><ul><ul><li>Oslo Knowledge </li></ul></ul><ul><ul><li>(e-Distribution) </li></ul></ul><ul><ul><li>http://xpectum.se/vardskapet/demo_mervert_destination / </li></ul></ul>ENTER 2009 Destination Track
    16. 16. White Label Booking <ul><li>Same Booking Platform and Inventory – different Channels </li></ul><ul><li>Increases sales for Industry </li></ul><ul><li>Generates Income for both the Affiliate and for VisitOSLO </li></ul><ul><li>Generates free Booking Facilities for the Affiliate </li></ul>ENTER 2009 Destination Track
    17. 17. Advergaming: “Holmenkollen Ski Jump” ENTER 2009 Destination Track
    18. 18. The most interesting… ENTER 2009 Destination Track
    19. 19. Advergaming: Links and traffic back to your own site. ENTER 2009 Destination Track
    20. 20. Communities, i.e. Facebook <ul><li>Enable </li></ul><ul><li>Involve </li></ul><ul><li>Connect </li></ul><ul><li>Motivate </li></ul>ENTER 2009 Destination Track
    21. 21. And our visitors does it for us  ENTER 2009 Destination Track
    22. 22. <ul><li>Thank you for your attention </li></ul><ul><li>[email_address] </li></ul>ENTER 2009 Destination Track