Episode #008 - Signe Jungersted (Wonderful Copenhagen), how Instagram uncovers new destinations, #cruisechallengeaccepted by Celeste Barber for Royal Caribbean
In episode eight we talk to Signe Jungersted, Director of Development at Wonderful Copenhagen, about their groundbreaking four-year destination strategy in which they declare “the end of tourism as we know it”.
Jungersted tells co-hosts Lauren Quaintance and Andrés López-Varela that the role of the DMO has fundamentally changed so that it’s no longer enough for destination marketers to broadcast a message, they need to involve partners who often have more credibility when it comes to reaching audiences looking for a niche experience. “We were used to being the big broadcaster, the ones that were standing in front and leading the campaigns, and now we're sort of stepping back and really sort of enabling,” she says.
Jungersted cites Danish design as an area where partners have more authority than the DMO and talks about how Wonderful Copenhagen has engaged cultural institutions wary about the role of tourism and the potential for “Disney-ficiation” of their offering. She also tells Lauren and Andrés that making visitors feel like "temporary locals" and attracting them to return to the city (“once attracted, twice valued") are critical components of the strategy that will underpin the destination marketer’s approach through to 2020.
Meanwhile, in Trend Monitor, we discuss the role Instagram plays in driving explosive growth to remote or little-known destinations, and how that kind of sudden social media fame can lead to a raft of complex destination management issues. Andrés notes that Instagram has a much higher ratio of “active creation” than some other social media platforms and is particularly well-suited to travel so it is no surprise that it is playing a role in unearthing unknown destinations.
Destination marketers have caught onto this insight and are pursuing formalised partnerships with Instagram to support increased international visitation to their destinations. For example, Japan’s National Tourism Organisation collaborated with Instagram in 2017 to introduce and build up a new hashtag, #UnknownJapan, which reportedly drove more than 5 million foreign visitors sharing Instagram posts. Lauren and Andrés discuss similar examples of places in New Zealand and Norway that have been caught unaware by the hockey stick moment that being heavily featured on Instagram can bring.
Speaking of Instagram, in Campaign News Lauren and Andrés dissect Royal Carribbean International’s #cruisechallengeaccepted which sees Australian social media comedian and satirist Celeste Barber recreate some of the cruise lines key experiences on dry land with the help of her husband and children. Lauren says that the campaign is a long way from the more “po faced” US cruise campaigns and perhaps reflects the need to use humour to convert highly skeptical Australian new-to-cruise audiences.
Visit Copenhagen website (English)
The end of tourism//Wonderful Copenhagen
New Zealand's Lake Wanaka Tree is being destroyed by tourists//Condé Nast Traveller
Celeste Barber #cruisechallengeaccepted//Royal Caribbean on YouTube