eDistribution as a marketingtool for tourist destinations

E-Distribution for DMO’s; Strategy, implementation and results.

VisitOSLO case

Katrine Mosfjeld, Manager Tourist Information Division

Katrine.Mosfjeld@visitoslo.com

VisitOSLO – Oslo Visitors and Convention Bureau

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VisitOSLO as

• DMO for Oslo– Visitor and Convention

Bureau for Oslo

• 100% owned by the Travel Industry in Oslo

• Funded by– Travel Industry in Oslo– Municipality of Oslo – Commercial Activities– Innovation Norway

(through projects).

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VisitOSLO

VisitOSLO shall be a significant part

of developing culture and trade in the Oslo Region.

Consequences for e-strategy:

Visibility and accessibility of information about Oslo in the medias our target groups

relate to at any time.ENTER 2009 Destination Track

VisitOSLO’s e-Distribution Strategy

• VisitOSLO shall be present with information on Oslo in the Medias which our (potentitial) guests relate to, in order to be a significant part of– Communicating the multiple possibilities for Oslo visitors– Increasing the numbers of visitors to Oslo– Improving and extending the experiences of our visitors while they are in

town– Increasing the tourist expenses in the Oslo Region

In order to do all this, we will provideQuality Information together with Oslo Travel IndustryTechnology that allows users to participate with information onlineStrategical PartnershipsVisibility in e-Communitiese-Distribution in general

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e-Distribution of information

Google Maps

Aftenposten.OsloPuls

.no

Visitnorway.com

”OsloVert”eLearning

differentWebsites

MobileApplic.

What’s on(Print)

Finn.no

Text-TV

Oslo Airport

AirportExpress

Train

InfoDatabase(Tellus)XM

L XML

XML

XML

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e-Distribution to other sites

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Development of clicksAntall klikk på Tellusprodukter

0

100 000

200 000

300 000

400 000

500 000

600 000

700 000

800 000

An

tall

kli

kk

2002

2003

2004

2005

2006

2007

2008

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e-Distribution: ”Mash up” in Google Maps

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…Links to the same information -on visitoslo.com

Booking through this link increased by 130% from 2007 to 2008ENTER 2009 Destination Track

Why e-Distribution?• Work the Information once

use it many times!• gives Oslo visibility in new medias

and other channels• gives visibility for the industry in

new medias• gives traffic back to visitoslo.com• increases visibility on search

engines• increases revenue• -Distribution is often free of charge

DMOs should take position as the most reliable Information Suppliers!

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e-Distribution: Oslo Airport Express Train

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Monitors at the Oslo Airport

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Same Information – different Channel

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e-Distribution to TeleText

NRK

TV NORGE

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E-Learning System: ”OsloVert” (”Host of Oslo”)

• Aims at increasing the competence and pride of people working in direct contact with guests– Hostmanship– Oslo Knowledge

(e-Distribution)– http://xpectum.se/vardskapet/demo_mervert_destination/

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White Label Booking

•Same Booking Platform and Inventory – different Channels

•Increases sales for Industry

•Generates Income for both the Affiliate and for VisitOSLO

•Generates free Booking Facilities for the Affiliate

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Advergaming: “Holmenkollen Ski Jump”

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The most interesting…

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Advergaming: Links and traffic back to your own site.

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Communities, i.e. Facebook• Enable

• Involve

• Connect

• Motivate

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And our visitors does it for us

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Thank you for your attention

katrine.mosfjeld@visitoslo.com

ENTER 2009 Destination Track