E-Distribution for DMO’s; Strategy, implementation and results.
VisitOSLO case
Katrine Mosfjeld, Manager Tourist Information Division
VisitOSLO – Oslo Visitors and Convention Bureau
ENTER 2009 Destination Track
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).
ENTER 2009 Destination Track
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
ENTER 2009 Destination Track
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
ENTER 2009 Destination Track
e-Distribution to other sites
ENTER 2009 Destination Track
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
ENTER 2009 Destination Track
e-Distribution: ”Mash up” in Google Maps
ENTER 2009 Destination Track
…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!
ENTER 2009 Destination Track
e-Distribution: Oslo Airport Express Train
ENTER 2009 Destination Track
Monitors at the Oslo Airport
ENTER 2009 Destination Track
Same Information – different Channel
ENTER 2009 Destination Track
e-Distribution to TeleText
NRK
TV NORGE
ENTER 2009 Destination Track
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/
ENTER 2009 Destination Track
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
ENTER 2009 Destination Track
Advergaming: “Holmenkollen Ski Jump”
ENTER 2009 Destination Track
The most interesting…
ENTER 2009 Destination Track
Advergaming: Links and traffic back to your own site.
ENTER 2009 Destination Track
Communities, i.e. Facebook• Enable
• Involve
• Connect
• Motivate
ENTER 2009 Destination Track
And our visitors does it for us
ENTER 2009 Destination Track
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