Authentic Stories Make Successful Content


This question and answer article was originally featured in ITB Berlin News 2017, Day 3. GLP Films' Rob Holmes led a session at ITB Berlin entitled ROI Of Storytelling: Keys To Successful Content Marketing Campaigns (Digital Storytelling, Distribution, Case Studies & Beyond).

Speaking to ITB Berlin News, Rob Holmes, Chief Strategist at GLP Films, expanded on what makes for successful content marketing:

As well as our Short Film Showcase, we will also present the latest ROI Case Study from our award-winning film and share the best strategies and lessons for destination marketing. A compelling story is the most important ingredient — a story that authentically connects your audience to your destination. Once you have a great story, you can use that story to meet key campaign goals like raising brand awareness or increasing website traffic and sales.

What is one of the greatest challenges destinations are facing today?

By 2030, international tourist arrivals are set to hit a staggering 1.8 billion worldwide. Like any large global industry, tourism can devastate destinations when left to grow freely without strategy, management, or awareness of impact. Destination managers are now faced with the balancing act of promoting growth while ensuring the longevity and health of the very places that makes a destination attractive.

What are some of the solutions?

Strategic marketing campaigns can support sustainable destinations in a number of ways. Market lesserknown products and promote offseason travel to better disperse travellers and ease overcrowding issues. Also, educate travellers on the unique and authentic aspects of the region that will in turn empower local communities.

What advice would you give to destinations looking to improve their content marketing strategies?

Start with storytelling. The secret is destinations already have great stories — culture, people, food, and environment. Authentic storytelling will elevate your destination, connect with your target audience, and help protect the assets that make your destination unique. 

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