A presentation of the process that ended up with a DMO reinvented and sculptured to make a difference for the travel industry in Oslo for many years to come. Includes the new strategy, the new KPIs, and the new ways to work; a shift towards social media, digitalization, innovations and hack marketing.

1. The reinvention
of VisitOSLO Katrine Mosfjeld, Director of Media & Campaigns, VisitOSLO
@KMosfjeldSocial Media Tourism Symposium, Amsterdam March 2015. #SoMeT15EU

2. Background & insights
The new strategy
The new ways

3. Change Top down? Or bottom up?

6. @benteholm

8. Value creation in
Oslo’s travel industry

9. What days are the most profitable for Oslo?

13. The competition…

14. The reality:

15. Reinvent
yourself!
-or someone else will.
15

16. Guiding lines for the new strategy & organization
Oslo is more important
than VisitOSLO1.

17. We need the same goals as the
industry and stakeholders;
turnover and value creation
2.

18. It’s important to activate
the people of Oslo3.

19. We need to boost the
events in the city4.

20. VisitOSLO must take
a pioneer role in
digital marketing
5.

21. 1. Mission
WE MAKE PEOPLE VISIT
AND USE OUR CITY

22. 5. Values
GOOD OSLO EXPERIENCES WILL
LEAD TO MORE AND BETTER OSLO EXPERIENCES

23. 3. Main goals
INCREASE THE CITY’S DIGITAL
FOOTPRINT BY 20% ANNUALLY
VALUE CREATION NOK 17,4
BILLION BY 2019

24. 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

25. New goals opens for brand new ways to work!

26. “The difficulty lies,
not in the new ideas,
but in escaping from
the old ones”
-John Maynard Keynes

30. DIGITAL STRATEGY – BASE OF ALL ACTIVITIES

31. The digital strategy:
Increase Oslos digital
footprint
Become Oslos digital
lighthouse

32. Proof of Concept
«The digital pioneer and
the power of social»
#diggeroslo

33. #diggeroslo

34. The digital footprint – engagement inThe digital footprint – engagement in
our own (social media) channelsour own (social media) channels
34

35. The digital footprint –The digital footprint –
Content created by othersContent created by others
35
Instawall TripAdvisor widgets

36. The digital footprint – exposures of our
own content

37. Become an
authority on Oslo,
and important
Oslo stories.

40. Digital Disruption

41. World’s first DMO
with an open API

42. Boost
Innovate
Distribute
Position ourselves
The idea

43. BUT INCREASES OSLOS DIGITAL
FOOTPRINT AND PREPARES US
FOR THE NEXT WEB
Open API disrupts
ordinary business
models
Work shops
Travel fairs
Megaboards
Catalogues
Etc
No

46. New event list with
ticket information
created with info
from Ticketmaster
API

47. Kick ass services
that will fit in on
all levels
of our strategy

48. 48
Execute innovative & effective stuff
Talks
Blogging
Industry website
Network
Training
Co-ordinated activities
Become Oslos
digital
lighthouse

49. Success «at home» is
necessary in order to
reach our annual
footprint goals.
Become Oslos digital lighthouse Increase Oslos digital footprint 20%

50. We’re ready for
year two of our
strategy!