In just four Modules, this dynamic and fun Masterclass will take you on a journey to explore how sustainability can be applied to traditional communication strategies to enhance your impact!
You will gain new knowledge, skills and understanding to help you inspire your key audiences.
- You will be introduced to remarkable examples of storytelling by destinations and brands that integrate sustainability seamlessly into their overall brand to inspire a broad range of audiences.
- You will explore behaviour change methodologies and storytelling tools to better connect to audiences and inspire them.
- You will acquire new knowledge and gain practice in applying it to help you develop and implement more engaging, purposeful communication that will catalyse the environmental, economic and social regeneration of your destination.
What will you learn at this course?
Increased Knowledge
of sustainable brand marketing techniques and best practices, plus tactics to influence sustainable behaviours.
An expanded toolkit
of approaches and tools that will support you to persuade, influence and inspire your key audiences.
Enhanced storytelling skills
that will support you in building and inspiring audiences when communicating about your destination.
Who is this Masterclass for?
Designed for marketing and communications professionals to help them enhance existing skills and build new skills and capacity in using storytelling about sustainability to deliver results for their DMO (Destination Management Organisation) sustainability strategy.
In-house Masterclasses are scheduled based on the client's wishes and faculty members' availability.
| Hybrid |
1 online module: 2.5 hours. |
| In-person | Two days: 8 hours each, covering 2 modules per day. |
For the hybrid and the in-person format, we suggest a two to four weeks break between both interactions.
Allow 1 hour for pre-module activities and another hour for homework after each module.
Pricing
In-house masterclass details are available upon request.
Lead Storyteller, GDS-Movement Betsy Reed
Betsy is a leadership coach, sustainability advisor, teacher, author and storyteller. Over the course of her 20-year career, Betsy has worked on five continents and in most sectors, including communications and public affairs, on campaign and behaviour change with governments, NGOs, academic institutions and businesses. Past roles include leading Nestle UK’s public affairs sustainability programme, serving as Head of Campaigns for Zero Waste Scotland, and working as Director of Grayling's sustainability unit. She currently serves as Head Tutor at the Cambridge University Institute for Sustainability Leadership (CISL).
Chief Executive Officer, GDS-Movement Guy Bigwood
For the last 15 years, Guy has been delivering award-winning consulting services focused on helping cities, governments, corporations and associations step up, scale up and speed up their sustainability programmes and regenerative practices. Guy’s pioneering work has been recognised with 22 sustainability awards including the Events Industry Council Pacesetter Award, and recognition as a Fellow of the Institute of Environmental Management and Assessment.
Co-Founder & CEO, CrowdRiff Dan Holowack
Dan Holowack is Co-Founder & CEO of CrowdRiff and Localhood.com. Hundreds of Destinations around the world use CrowdRiff’s UGC and storytelling platform to influence how we travel and reshape how tourism empowers local communities. The visual stories created and scaled through CrowdRiff compel locals and visitors alike to discover new experiences, both near and far.
GM PR, Social and Partnerships, Tourism New Zealand Lauren Vosper
With her creativity and energy, trademark passion, a streak of activism, and a relentless pursuit of the ‘why’, Lauren Vosper has directed communication and brand marketing strategy for some of the world’s biggest global brands for the past 20 years. Committed to driving sustained, high-impact work, Lauren is a changemaker who helps brands, movements or people, take a stand, become relevant and sought after, get talked about, generate demand and change the world for good.
Director of Marketing, VisitOSLO Anne-Signe Fagereng
MA Economics and Politics from the University of Edinburgh. Eighteen years of experience from digital marketing and storytelling, from companies like Google and Schibsted. Love travelling and have lived in Singapore, Eswatini, Scotland and Ireland. I have now landed happily in the capital of Norway.
Senior Advisor, Helsinki Partners Birgit Liukkonen
Birgit Liukkonen is a Senior Advisor at Helsinki Partners, responsible for the development, communications and marketing of the digital service Think Sustainably that helps locals and visitors choose more sustainable ways of living urban life. Birgit has previously worked with digital marketing, and has been leading the MyHelsinki.fi website as Managing Editor.
Professor of Sustainability Marketing, University of Surrey Dr. Xavier Font
Dr Xavier Font is professor of Sustainability Marketing at the University of Surrey. He researches and develops methods of sustainable tourism production and consumption. He has published widely about sustainable tourism certification, and has consulted on sustainable product development, marketing and communication for several United Nations agencies, the International Finance Corporation, the European Commission, multiple national tourist boards and industry.
Head of Visit Iceland
LinkedIn
Sigríður Dögg Guðmundsdóttir
Sigríður Dögg Guðmundsdóttir is the Head of Visit Iceland. She is responsible for all aspects of promoting destination Icel 2010. Before Visit Iceland she worked at Visit Reykjavík promoting the capital region and managed a tourism cluster in Southeast Iceland called the Vatnajökull Region. Before her career in tourism she was a journalist at the largest newspaper in Iceland, Fréttablaðið. She holds a BA in Political Science and a MS in Marketing and International Business.
Consulting Futurist, GDS-Movement Ed Gillespie
Ed Gillespie is a keynote speaker, writer, communications specialist, serial entrepreneur and futurist. As well as the Consulting Futurist at the GDS-Movement, Ed is a facilitator with the Forward Institute for responsible leadership, a Director of Greenpeace UK, a Trustee of Energy Revolution, and a founder investor and former Chair of pioneering online rail ticketing business ‘Loco2’ now rebranded as Rail Europe. Ed co-hosts Itunes chart-topping podcast ‘Jon Richardson and the Futurenauts’ and ‘The Great Humbling’.
Schedule |
Modules |
Customised & upon request |
Module 1 The Power of Story: Rethinking Communication |
Customised & upon request |
Module 2 Sustainability Marketing: The Tools Behind Brand Building, Story Telling and Behaviour Change |
Customised & upon request |
Module 3 |
Customised & upon request |
Module 4 |
What our clients say about us
"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. Additionally, I learned the significance of truly understanding our target audience - knowing what they want to hear and how to engage them effectively. The principle of "selling the sizzle, not the sausage" resonated deeply with me, emphasising the need to highlight the benefits and excitement of our sustainable initiatives rather than just the features.
Working in groups on specific cases relevant to our roles as Destination Management Organisations was particularly enlightening.
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 our GDS-Academy Coordinator. We will provide more information on the product you are interested in.