Culture Trip on the Real Power of Audience. March 2019, Milan.

1. Insights
Storytelling
March 2019

3. CULTURE TRIP 3
We tell stories that celebrate what’s
unique & special about a place, its
people & its culture.

4. A global creative
community
In-House Teams
London
New York
Tel Aviv
Over 300 Local Creators
Writers
Filmmakers
Photographers
Illustrators
Animators
New York
London Tel Aviv
CULTURE TRIP 4

5. Contextual Understanding
Mapping With Data
Human Focused Insights

6. CULTURE TRIP 6
Understanding Context

7. CULTURE TRIP 7
What we have found is that growing
curiosity is redefining culture… that as
exploration becomes more aspirational,
true discovery becomes more difficult.
And this human truth is driving a
reimagining of culture.

8. CULTURE TRIP 8
1. Cultural Context
2. Social Context
3. Personal Context
The Cultural
Curiosity
framework

9. Our Findings
Cultural Curiosity
A spectrum of engagement
certain demographic groups
have with different cultures.
Cultural Mindsets
Four Cultural Mindset
groups based on people’s
social and personal
backgrounds, attitudes and
aspirations.
Culture Reimagined
How modern audiences
redefine the very concept of
culture and how they wish
to experience it.
Fast & Slow Culture
Trends that are driving
certain demographic groups
to be more culturally curious

10. CULTURE TRIP 10
Using Data
to Drive Decisions

11. Content Mapping
INSPIRATION & ORIENTATION BOOKING
Cultural overview
Famous figures from
history
Itineraries by time
period Places to stay
Learn - history
Learn - cuisine
Learn - dance
Learn - art
Learn - music
Learn - films
Inventions
Trends &
movements
Books & authors
Language
Understanding
cultures
LGBT stories
Itineraries by
interest/theme
Itineraries by mode
of transport
Before going tips
Why go here
Etiquette & customs
Unusual places to
stay
Places to stay -
neighbourhoods
Wellness retreats
Geographical
orientation
ACTIVE PLANNING
Overview see & do
Restaurants
overview
Wine bars
Authentic see & do
Unusual things to
see & do
Things to do - art
Things to do -
outdoors
Attractions &
architecture
Things to do on a
budget
Foodie guide
Local drinks guide
Bars / pubs
overview
Nightlife overview
Local cuisine &
restaurants
Cocktail bars
Best meals
Cafes
Wellness
Events guide
Markets & shops
Restaurants - time
of day
Bookable
experiences
Ecological
accommodation
Bookable
attractions
STORIES WORTH TELLING ABOUT PEOPLE ABOUT A CONCEPT ABOUT A MOVEMENT ABOUT EVENTS

12. CULTURE TRIP 12
User Needs
Locations
Our London
audience is
inspired by
people’s
stories of
street art
Would this
work for
Berlin?
Opportunities in data inspire and inform creativity
Yes!

13. DATA &
ANALYSIS
CONTENT
AUDIENCES
CREATORS
Personalised
recommendations
and new formats
Content
performance
Data informed
creativity
Comprehensive
coverage

14. CULTURE TRIP 14
Landing on a Key Insight

15. CULTURE TRIP 15
What we see is that the unique combination of
cultural, social and personal drivers to curiosity
have shaped the creation of four distinct
cultural mindsets.

16. CULTURE TRIP 16
AWARE
Driven by pleasure,
they seek familiarity
and while they enjoy
cultural contrast, the
do it from a
dispassionate
distance.
CURIOUS
This audience are
bucket listers, they
want to collect
experiences and
hunger for disruption
from the routine,
balancing familiarity
with difference.
IMMERSIVE
Driven by a desire for
personal growth, travel
is in their DNA. This
audience are true
trailblazers and want to
be seen as such
FLUID
Welcome to the Third
Culture Kids – they feel
comfortable wherever
they travel to, making
connections and
adopting a hybrid
cultural identity
Cultural Mindsets

17. But there is a paradox
within cultural discovery.
While our culturally curious, immersive and fluid
mindsets are set to rise, true discovery is
harder than ever.

18. CULTURE TRIP 18
These diverse attitudinal groups are
united by one thing.
…No one wants to be a tourist.
42% actively avoid places tourists go.

19. What does it all look like then?

20. Meet Rio de Janeiro’s Sandcastle
King Who Avoided Rent for 22 Years
New York City Hacks Even Locals
Don’t Know
Iceland’s Blue Lagoon
Meet the First British Woman to Go
Around the World on her Motorbike
30 Beautiful Photos of Singapore’s
Chinatown

23. Where do we go from here?

24. 24 CULTURE TRIP
Media
Publishing
Travel
Entertainment

25. CULTURE TRIP 25
Section Header
Pattern
SECTION TITLE
This is a descriptive sentence, if needed.