In this dynamic and fun Masterclass we will explore traditional communication strategies and how they can be applied to communicating sustainability and enhance its purpose.

  • You will be introduced to remarkable examples of storytelling by destinations and brands that inspire and elevate sustainability and make it accessible to broader audiences.
  • We will explore behaviour change methodologies and storytelling tools. 
  • This new knowledge will help you to lead the development and implementation of more engaging and purposeful communication that will catalyse the environmental, economic and social regeneration of your destination.  

What is this course about?

In this Masterclass you will be taken on a 4-Module journey that explores the latest examples and best practices from destinations that are investing in authentic sustainability stories.

Who is this online course for?

Designed for marketing and communications' professionals to build skills and capacity in storytelling with purpose and can help deliver results in a DMOs sustainability strategy.

In-house Masterclasses are scheduled based on the client's wishes and faculty members' availability. We recommend covering one Module per week.

Allow 1 hour for pre-Module activities and another hour for homework after each Module. The final project will take about 8 hours.

You will have access to the course content on the learning management system for 2 months after finishing the course.


This in-house masterclass is available upon request.

Leadership Mentor & Sustainability Expert

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: communications, public affairs, campaigning and behaviour change with governments, NGOs, academic institutions and businesses. Past roles include leading Nestle UK’s sustainability public affairs 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 Changemaker, 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 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 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

Sigríður Dögg Guðmundsdóttir

Sigríður Dögg Guðmundsdóttir is the Head of Visit Iceland. She is responsible for all aspects of promoting destination Iceland since 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.

Founder & Chief Strategist, GLP Films

Rob Holmes

Rob Holmes is the Founder & Chief Strategist of GLP Films, an award-winning content marketing agency dedicated to sustainability storytelling and ROI-based distribution campaigns for the travel and sustainability industry. Since 2008, GLP’s work has spanned five continents and 40+ countries, creating 200+ short-films. Rob spearheaded the video series campaign, #TourismStrong, winner of the Newsweek Future of Travel Award, to celebrate the resilience and adaptability of the travel industry amidst the COVID-19 global pandemic.

Resident Futurist, GDS-Movement

Ed Gillespie

Ed Gillespie is a keynote speaker, writer, communications specialist, serial entrepreneur and futurist. As well as the Resident 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’.
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
Case Studies: Best Practices For Destination Story Development

Customised &
upon request

Module 4
Applying Knowledge: Create Your Destination's Communication Plan