Destination Storytelling Masterclass
An in-house, on-demand Masterclass delivered to your organisation or team to support its sustainability communications efforts.
Great stories don't just inform - they inspire, connect, and move people to act.
In a world where regeneration and sustainability need real progress and credible evidence, knowing how to communicate your message powerfully and accurately is the difference between an effective campaign and one that simply doesn’t captivate and compete.
Learn how to:
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Create credible sustainability communications that build trust and generate leads
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Build story-led strategies that reflect your mission and values
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Identify and speak directly to the audiences that matter most
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Apply behaviour change thinking to storytelling
What will you learn at this course?
The Course is structured around four modules:
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Explore how storytelling shapes perceptions and inspires change, with tools to define audiences, narrative goals, and the principles of regenerative communication.
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Learn to align storytelling with organisational purpose and brand identity, using frameworks to develop narratives that are clear, consistent, and values-driven.
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Apply insights from global case studies and behaviour change science to co-create stories that resonate, engage, and motivate real-world action.
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Develop a practical storytelling plan through peer feedback, coaching, and risk assessment tools, and begin forming a local storytelling community of practice.
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Who is this course for?
Designed for your marketing and communications team, to help them turn ideas into action through storytelling that delivers results for your DMO's sustainability strategy.
This in-house Masterclass is scheduled based on the client's wishes and faculty members' availability.
| Delivery Format | Recommended schedule | |
| Hybrid |
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3-week break between in-person and online deliveries. Optional 1.5-hour online follow-up session, 6 to 8 weeks later. |
| In-person | Two days: 7 hours each, covering 2 modules per day. | Back-to-back delivery, or minimum 3-week break between sessions. |
- Each module includes 1 hour of pre-work and 1 hour of homework.
- The final project takes around 8 hours of group work.
- The hybrid format includes access to the Learning Management System up until two months after completion.
Pricing
The Masterclass is available on request. Contact us or schedule a call to discuss options for your organisation.
Lead Storyteller, GDS-Movement Betsy Reed
LinkedIn
Betsy is a leadership coach, sustainability advisor, teacher, author, and storyteller with 20 years of experience across five continents. She lead campaigns for governments, NGOs, and businesses. Past roles include Head of Campaigns at Zero Waste Scotland and Director at Grayling. Betsy is currently Head Tutor at the Cambridge University Institute for Sustainability Leadership.
Betsy is a leadership coach, sustainability advisor, teacher, author, and storyteller with 20 years of experience across five continents. She lead campaigns for governments, NGOs, and businesses. Past roles include Head of Campaigns at Zero Waste Scotland and Director at Grayling. Betsy is currently Head Tutor at the Cambridge University Institute for Sustainability Leadership.
Chief Executive Officer, GDS-Movement Guy Bigwood
LinkedIn
Guy has spent 18 years helping cities, governments, corporations, and associations advance sustainability and regenerative practices. Former Sustainability Director at MCI, his pioneering work has earned 22 sustainability awards, including the Events Industry Council Pacesetter Award, and recognition as a Fellow of the Institute of Environmental Management and Assessment.
Guy has spent 18 years helping cities, governments, corporations, and associations advance sustainability and regenerative practices. Former Sustainability Director at MCI, his pioneering work has earned 22 sustainability awards, including the Events Industry Council Pacesetter Award, and recognition as a Fellow of the Institute of Environmental Management and Assessment.
Professor of Sustainability Marketing, University of Surrey Dr. Xavier Font
LinkedIn
Dr. Xavier Font is professor of Sustainability Marketing at the University of Surrey, specializing in sustainable tourism production and consumption. He has consulted for several UN agencies, the International Finance Corporation, the European Commission, national tourist boards, and industry leaders.
Dr. Xavier Font is professor of Sustainability Marketing at the University of Surrey, specializing in sustainable tourism production and consumption. He has consulted for several UN agencies, the International Finance Corporation, the European Commission, national tourist boards, and industry leaders.
Founder, Rooted JoAnna Haugen
LinkedIn
JoAnna Haugen is an award-winning writer, speaker, consultant, and founder of Rooted, a platform focused on sustainable tourism, social impact, and storytelling. She helps tourism professionals decolonize travel experiences and support sustainability. JoAnna's work has been published in over 60 outlets, including AFAR and USA Today. In 2021, Newsweek honored her with a Future of Tourism award.
JoAnna Haugen is an award-winning writer, speaker, consultant, and founder of Rooted, a platform focused on sustainable tourism, social impact, and storytelling. She helps tourism professionals decolonize travel experiences and support sustainability. JoAnna's work has been published in over 60 outlets, including AFAR and USA Today. In 2021, Newsweek honored her with a Future of Tourism award.
Stories that "Really Connect"
"I really enjoyed exploring and learning about this subject. Meeting new people from the other English locations and working together on the same challenges was a good opportunity not to be missed!
A great programme and amazing to see how everyone is shaping their stories in ways that really connect. Loved being part of it."
A great programme and amazing to see how everyone is shaping their stories in ways that really connect. Loved being part of it."
"A Vital Tool"
"The Destination Storytelling Masterclass has significantly enhanced the way we approach our marketing communications. From developing video content briefs to producing compelling presentations, the storytelling canvas introduced during the masterclass has become an integral part of our daily workflow. The masterclass shifted our perspective, encouraging us to think more strategically about the insights we aim to uncover when we tell our story. This training empowered our team to communicate with greater clarity and creativity, and I would strongly recommend it to any organisation. Storytelling is a vital tool in demonstrating our commitment to sustainability and social impact."
"Truly Understanding Our Target Audience"
"One of the key takeaways for me was the importance of communicating just one message at a time, tailored to a specific audience. The masterclass has equipped me with advanced storytelling tools and techniques that will help us engage our audience more effectively. "Know your audience" should become a reflex in our communication from now on."
Would you like more information?
You can schedule a meeting with Giulia, our GDS-Academy Coordinator. We will provide more information on the product(s) you are interested in.