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Sustainable Tourism
We all need to talk about it . . .

Jeremy Torr, Storylocker
Who are you talking to?
• Know your audience
• And just as important – are
they listening?

• Make the message fit the
med...
What do they expect?
• Information
• Impressions
• Ratings
The Art of Storytelling
• The difference
• The flow – the experience
• The reinforcement
• The editor
What’s all this?

Task
1

• Images, diagrams and
message retention
• The human mind

Group
A
Task
3

Task
2
The People who tell the Story
• Don’t just make it a freebie
• Make sure it’s YOUR story
• Choose your author
Bigger pool? Solar panels?
So what?
• Make it about the people benefits
• Make the message fit the media
Make it Real
Saying you are green isn’t enough. Make
sure the people believe the message.
Get the contacts, make the link,...
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Sustainable tourism: We all need to talk about it by Jeremy Torr, Storylocker

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Responsible Tourism as tool for branding and marketing is slowly dulling in the background with too many cases of greenwashing and/or boring technical achievements in sustainable practices. It’s time to sharpen your marketing edge and liven up the way you tell your story without compromising on credibility and the great business practices you have adopted. Find out how others have told their story and what travellers are really looking for.

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Sustainable tourism: We all need to talk about it by Jeremy Torr, Storylocker

  1. 1. Sustainable Tourism We all need to talk about it . . . Jeremy Torr, Storylocker
  2. 2. Who are you talking to? • Know your audience • And just as important – are they listening? • Make the message fit the media
  3. 3. What do they expect? • Information • Impressions • Ratings
  4. 4. The Art of Storytelling • The difference • The flow – the experience • The reinforcement • The editor
  5. 5. What’s all this? Task 1 • Images, diagrams and message retention • The human mind Group A Task 3 Task 2
  6. 6. The People who tell the Story • Don’t just make it a freebie • Make sure it’s YOUR story • Choose your author
  7. 7. Bigger pool? Solar panels? So what? • Make it about the people benefits • Make the message fit the media
  8. 8. Make it Real Saying you are green isn’t enough. Make sure the people believe the message. Get the contacts, make the link, ask them back.

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