#diggeroslo & Oslo’s digital footprint

Katrine Mosfjeld, Director of Digital Development in VisitOSLO - @kmosfjeld

Norwegian Digital Travel Conference, Kristiansand 21.October 2014

www.visitoslo.com

1. Oslo is more important than VisitOSLO

2. We need the same goals as the industry Turnover

3. It’s important to activate the people of Oslo

4. Boost events in the city

5. VisitOSLO must take a pioneer role in digital marketing

After the evaluation process, these choices

will lead the way for VisitOSLO

www.visitoslo.com

It isn’t making the strategy that’sthe difficult part.

Its remembering where you put it.

A digital strategy

That is more about whatis out there

Increase Oslo’sdigital footprint

Become Oslo’sdigital

«lighthouse»

Everything on Oslo,

in any digital media,

published both by VisitOSLO

and by others.

Boosting digital Oslo initiatives

VisitOSLO encouraging digital activity in the experience

industry in Oslo.

Acknowledged for innovations in digital, competence in digital

communication and interpretation of digital

pioneering.

Two main goals in the digital strategy

New strategy, new set of goals, new ways to work, re-

organization…

And this?

Design is not my profession…

– but could we take thisopportunity to live out our new

strategy?

First proof of our new strategy

#diggeroslo

Goal:

To have a new logo and visualdesign concept

To take the opportunity to create it in harmony with the new strategy

We created a concept aimingfor…• Involving our stakeholders

• Activating the people of Oslo

• Building local patriotoism. In the city you’re «allowed to hate»

• Communicate and discuss «The real Oslo»

• Give our logo a story and a wide ownership

• Kill critisism

Increasing Oslos digital footprint

Strengthen the «digital lighthouse»

Doing some digital pioneering

Design brief. From all who #diggeroslo

We asked for inspiration…

and the peopleresponded!

Challenge: To keep the story alive and peopleinvolvedfor 3,5 months.

Open workshop for the hardcore fans

An important part of the story: we have a professional design team

Moodboards – hæ??

And we had Brandlab blogging

The first sketches

Buzz

Cute #diggeroslo tweets thatescalated…

Å digge, #digger, har digget

In the end we hadtwo very different conceptsfor people who

#diggerosloto choosebetween

«A slice of Oslo»

«Magnifying Glass»

www.visitoslo.com

Voting in Aftenpostens Osloby.no

www.visitoslo.com

And almost4000 votesdecided for thisconcept

#diggeroslo stats 856 tweets

10 313 Instagram photos

17 blogs 7 articles

4 films

3 presentations of the case

3,2 millions in reach, or 13.500 per day

One prize

Oslos digital footprint – May 2014

92 743 actions from VisitOSLOs followers

34 647 content pieces created by others;

1 744 650 exposures of VisitOSLOs own

content on web, API, app downloads,

monitors, etc

The #diggeroslo campaign is over,

but #diggeroslo still lives verywell in social media

and we got ourselves a newlogo