Laurie Dempster, Digital Lead at Newfoundland and Labrador, is joining X. Festival to present the incredible work behind the outstanding content the DMO creates to promote the destination. This talk is relevant to gather an insightful perspective on how content and promotion need to adapt to the current need of consumers. Newfoundland & Labrador have taken a completely different approach, going from a storytelling-driven content, designed to inspire the broader audience, to a staycation-focused campaign, addressed to the local and proximity market.
The work done by the DMO is a strong example that other organisations can follow if they are looking for a new way of using their resources and meeting the needs of visitors when travelling is restricted. At the DTTT, we have been following the work of Newfoundland & Labrador Tourism for years. We truly believe they are amazing storytellers; their content is amongst the most inspiring we can find. We have loved to see the twist they took, going from a very inspirational promotion of the destination to a more grounded and subtle invitation to staycation.