Laurie Dempster has probably delivered the best talk of X. Festival 2020 and we love the idea of having him back, telling us more about Newfoundland & Labrador's 2021 Brand Strategy. Together with him, we are going to explore how working with resident influencers and ambassadors can support the DMO brand strategy. Over the past year, the destination's focus was to create an Ambassador Programme, where local influencers can share their unique perspective as true storytellers of the brand and help convey a message which is informative and specialised through their personal knowledge of the destination, as opposed to the conventional influencers, who are not necessarily from the destination and focus more on inspiration. If you want to discover more about how this can fit into the marketing mix, join us for Laurie's keynote on Leaders of Digital.