digital - miles...new business, miles. jennifer duncan. senior interactive producer, miles. michael...

DIGITALSTORYTELLING

March 20, 2019

With you

today

Elena Prostova

VP of Creative Services & New Business, Miles

Jennifer Duncan

Senior Interactive Producer, Miles

Michael Rucker

Co-founder & COO,OmniVirt

1. Fundamentals

2. Building Blocks

3. Types of Digital Storytelling

4. Technology Partnerships: OmniVirt

5. Q & A

Today

Fundamentals

COMMITMENT TO CONTENT MARKETING

CONTENT MARKETING COMMITMENT

Interactive is More Effective81% of Marketers agree that interactive content grabs attention more effectively than static content.

81%OF MARKETERS AGREE

GROWTH OF BRANDED CONTENT

GROWTH OF BRANDED CONTENT

Q: Please think specifically about how you get your inspiration for the destinations you

want to visit domestically. Which would you typically use to find

destination ideas and inspiration?

Destination

inspiration

Which sources would you typically use to find destination ideas and inspiration?

Ore

DMO Website

content

5 Top Critical Website Content & Features that Influence Travel2016-2017 11 CVB & 2018-2019State Website Conversion study with Destination Analysts

Activities, Attractions & Things to Do

City, Town & Destination Information

Maps, Itineraries &

Transport

Cuisine: Dining & Food

Events, Shows & Festivals

2

79%

55%

52% 45% 40%

1

3

4

5

Fundamentals of digital

storytelling

1. Alignment of content strategy with destination’s brand identity, marketing objectives and audiences

2. Novelty of approach

3. Storytelling and visual value to create an emotional connection

BRAND ALIGNMENT

“NEBRASKA: HONESTLY, IT’S NOT FOR EVERYONE”

CAMPAIGN

ALIGNMENT WITH BRAND IDENTITY: EXPERIENCE PILLARS

BRAND ALIGNMENT

NOVELTY OF APPROACH

NOVELTY OF APPROACH

STORYTELLING & VISUAL VALUE

Storytelling Components

Storytelling

components

1. Multimedia Content Components: video, gifs, cinemagraphs, 360 photos and videos and sounds

2. User Experience Features: slow load, parallax scrolling, zooming and animation

3. Interactive Features: interactive maps, quizzes and image hot spots

MULTIMEDIA CONTENT COMPONENTS

Unique SoundsGoHawaii.com

CinemagraphsGoToBermuda.com

MULTIMEDIA CONTENT COMPONENTS

USER EXPERIENCE FEATURES

INTERACTIVE FEATURES

INTERACTIVE FEATURES

Types of Digital Storytelling

Digital storytelling

types

Types of Storytelling Experiences:

1. Branch narrative

2. Visual learning

3. Immersive experiences

BRANCH NARRATIVE

o Choices are presented along the way

o Results differ depending on user’s choices

o Content consumption requires active engagement

o A type of digital “choose your own adventure” environment

Digital storytelling

types

VISUAL LEARNING

o Grounded in core principles of storytelling with multi-media visuals, in-depth copywriting and graphical elements

o Can be informational, educational or entertaining in style

o Typically are created as longer pages with deep layers of learning

o The most commonly used type

Digital storytelling

types

IMMERSIVE EXPERIENCES

o Full sensory immersion

o Multi-media content approach

o Focused on giving a true sense of place

o The goal is not just to tell a story, but to transform a website user into a new reality

Digital storytelling

types

USER EXPERIENCE FEATURES

Immersive Experiences with Omnivirt

CUT THROUGH THE CLUTTER

CONVEY MAGIC

GET RESULTS

IMMERSIVE MEDIA FOR STORYTELLING

360° VR Interactive 360° Experiences

3D Photo Bring Creative To Life

ARAugment Your Reality

BRING THE DESTINATION TO THE TRAVELER

VIRTUAL TOUR OF DOWNTOWN

JUMP OFF THE SCREEN

HOW TO GET STARTED: 3D PHOTO

OmniVirt 3D Photo Creator

1. Identify Image that Can Be 3D-ified

HOW TO GET STARTED: 3D PHOTO

OmniVirt 3D Photo Creator

1. Identify Image that Can Be 3D-ified

2. Create Depth Map

DISTRIBUTION IS KEY

Rich content experiences are a highly effective strategy for travel brands to establish a point of difference and to raise awareness with new audiences.

Because of the immersive format, these experiences provide an opportunity to emotionally connect with viewers and make them passionate about the topics you are promoting.

Conclusion

1. Conduct a content audit to discover opportunities for rich storytelling

2. Define goals and KPIs

3. Develop story components first, then follow by outlining media and functionality needs

4. Create or repurpose existing content elements

5. Leverage partnerships for enhanced user experience

6. Test and evolve

Where do you

start

Q & A

Thank you

Additional Resources:www.milespartnership.com/how-we-think

www.omnivirt.com