Perspectives on storytelling, Keynote Presentation by William Price at the Digital Tourism Content Campus in The Faroe Islands, 1 March 2016

1. PERSPECTIVES ON STORYTELLING
SHIFTING DMO ROLES
William Price
#DTCC2016

2. We only have a few minutes here to inspire

3. Origins of people and storytelling
Human origins in South Africa

5. We use sensory language, dream language, and add
props and pictures to help communicate the experience
more vividly
to better share the experience
we share inspiration and hope and ideas and attitudes
that truly change the world

6. So how well have certain DMOs told their destination experience stories

7. So how do we bring the context to our modern day DMO story

9. The WOW is about who, what, what, where and how it made me think and feel
That’s what makes it my story

10. The story or the narrative is what becomes the universal connection
between people that can reshape and move them to think and feel
differently about something

14. How do DMOs tap into this primal instinct and behaviour in
order to make the next evolutionary shift?

15. How does South African Tourism do it?

16. Getting comfortable with the uncomfortable

18. Setting the scene and making it easy for them to take ownership
and to share is the key

20. Sharing those stories may mean starting to use new storytelling
techniques and platforms too

23. For a DMO, is going to be far more about less control and more
orchestration around your destination

24. How does Cape Town Tourism do it?

26. Destinations (as the meaning of the word implies), wait for the
traveller to come and experience them, so getting the stories to tell
and to share, in an authentic and open way, is the territory DMOs now
need to start to become more familiar and comfortable in, so that their
storytellers can do that job for them, better than they could
themselves

27. To shift the story of the DMO is difficult
Finding the stories of the destination can be easier

28. Challenge: How will we do it after #DTCC2016?
That’s exactly why we have changed the format to the Content Campus
Welcome to the shift…

29. #DTCC2016
@william_price