Course Description
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 destination best practise by professionals who are forging a path to a regenerative future. We will explore behaviour change methodologies and storytelling tools. This dynamic analysis of communications in a world recovering from tremendous shocks will help you to lead the development and implementation of more engaging and purposeful communication action plans that will catalyse the environmental, economic and social regeneration of your destination.
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Outcome #1
Increased knowledge of sustainability brand marketing, best practices and behaviour change.
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Outcome #2
Ability to use a new toolbox of approaches and templates to persuade, influence and inspire.
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Outcome #3
Enhanced brand story and improved communications strategy techniques.
Schedule and Time Commitment
Live sessions are 2 hours. Allow 1 hour for pre-reading and another 1-2 hours for homework, reading and review after each module. Homework case after Module 3 will require 8 hours of preparations for Module 4.
You will have access to the course content on the learning management system for 2 months after finishing the course.
Course dates & times:
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Module 1: The Power of Story: Rethinking Communication
Thursday, 24 March 12 - 2 pm CET
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Module 2: Sustainability Marketing: The Tools Behind Brand Building, Story Telling and Behaviour Change
Thursday, 31 March - 12 - 2 pm CET
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Module 3: Case Studies: Best Practices For Destination Story Development
Thursday, 07 April - 12 - 2 pm CET
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Module 4: Applying Knowledge: Create Your Destination's Communication Plan
Thursday, 21 April, 12 - 2 pm CET
*GDS-Movement, ICCA and CityDNA members have 100 euros discount. Contact us HERE to get your discount code.
**We invite you to help us support students from low-income countries by donating and gifting 50 euros towards their education. Financially challenged right now, but want to learn? We offer a limited number of scholarships, please contact us HERE, explaining why you would love to learn with us and how you will benefit from our scholarship.

Chief Storyteller and Head of Communications, GDS-Movement
Melissa Baird

Chief Changemaker
Guy Bigwood

Resident Futurist
Ed Gillespie

Co-Founder & CEO | CrowdRiff
Dan Holowack
GM PR, Social and Partnerships, Tourism New Zealand
Lauren Vosper

Director of Marketing, VisitOSLO
Anne-Signe Fagereng

Senior Advisor, Helsinki Partners
Birgit Liukkonen

Professor of Sustainability Marketing, University of Surrey
Dr. Xavier Font

Head of Visit Iceland
Sigríður Dögg Guðmundsdóttir

Founder & Chief Strategist of GLP Films
Rob Holmes
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1
Introduction Storytelling and Communication Strategies for Regeneration Masterclass
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Storytelling and Communication Strategies for Regeneration Masterclass. Description
FREE PREVIEW -
Storytelling and Communication Strategies for Regeneration Masterclass. Learning Outcomes
FREE PREVIEW -
Storytelling and Communication Strategies for Regeneration Masterclass. Teaching Methodology, Your Faculty and Tools
FREE PREVIEW -
Participation Survey
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2
Module 1 - The Power of Story: Rethinking Communication
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Module 1 - Description and learning outcomes
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Module 1 - Preparations and pre-module activities
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Module 1 - Recording
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Module 1 - Presentation slides (Part 1)
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Module 1 - Presentation slides (Part 2)
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Module 1 - Homework activities (Part 1)
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Module 1 - Homework activities (Part 2)
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3
Module 2 - Sustainability Marketing: The Tools Behind Brand Building, Story Telling and Behaviour Change
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Module 2 - Description and learning outcomes
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Module 2 - Preparations and pre-module activities
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Module 2 - Presentation slides
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Module 2 - Recording
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Module 2 - Homework activities (Part 1)
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Module 2 - Homework activities (Part 2)
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Module 2 - Homework activities (Part 3)
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4
Module 3 - Case Studies: Best Practices For Destination Story Development
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Module 3 - Description and learning outcomes
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Module 3 - Preparations and pre-module activities
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Module 3 - Recording
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Module 3 - Presentation Slides
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Module 3 - Homework activities (Part 1)
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Module 3 - Homework. Instructions for the final project (Part 2)
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5
Module 4 - Applying Knowledge: Create Your Destination's Communication Plan
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Module 4 - Description and learning outcomes
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Module 4 - Final notes
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Module 4 - Recording
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Module 4 - Presentation slides
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Final Project Presentation - Arunwadi Leewananthawet and Nubduan Khittirat (TCEB)
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Final Project Presentation - Camilla Dagani, Daniela Gugliotta Bagaian and Chiara Marconi (Lugano Region)
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Final Project Presentation - Mari Pever (Tallinn Strategic Management Office)
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Final Project Presentation - Dima Azarov and Asako Sato (Sapporo Convention Bureau)
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Final Project Presentation - Bella Shahsuvaryan and Junanto Xu (GDS-Movement)
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Final Project Presentation - Liisa Kokkarinen (Visit Finland)
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