The 19th of February, EfVET hosted another masterclass of the series organized under the Tourism Thematic Team series, this time focused on “Destination Branding Through Digital Storytelling”. Keynote speaker was Nermina Segalo, an English Language School (ELS) teacher and Professional Development Coordinator at the International University of Sarajevo and a certified court interpreter. The goal of the masterclass was to delve on specific tools related to destination branding through digital storytelling.
In the masterclass, Nermina Segalo explained that Destination Branding involves identifying the destination’s strongest and most competitively appealing assets in the eyes of its prospective visitors. She also discussed the three key elements that defines a brand:
- Reputation: A brand’s reputation is its credibility and trust level with its audience. It is something that needs to be continuously nurtured, managed, and, if necessary, adjusted over time.
- Identity: A brand’s identity is formed by its unique selling points (USPs), which highlight what makes the destination stand out from others. These distinctive qualities or attributes shape the perception of the place.
- Perception: Perception is how people view the brand or destination, and it’s shaped by their experiences and external factors. It plays a significant role in how the destination is regarded by the public, influencing its overall image.
Further on, Nermina Segalo also explained the history of storytelling and how digital storytelling merges the traditional art of oral storytelling with the visual and auditory capabilities offered by digital media. This combination creates a more immersive and engaging way to tell stories.
The key objectives of the masterclass were:
- To understand the role of digital storytelling in tourism branding.
- To be introduced to practical methods for implementing digital storytelling.
As a result of the masterclass, participants were able to:
- Explain the importance of destination branding and its influence on tourism.
- Identify the key elements that make digital storytelling effective in the tourism industry.
- Utilize digital storytelling tools to craft engaging narratives for tourism.
- Apply storytelling techniques to create compelling content that attracts and informs potential visitors.
She emphasized the importance of destination branding in attracting tourists, boosting the local economy, and enhancing cultural identity. She outlined the key elements of effective branding: identity, which defines what makes a destination unique; authenticity, ensuring the brand reflects the true essence of the place; emotional connection, fostering a bond with visitors; and consistency, maintaining a unified message across all platforms.
In addition to the above, Nermina Segalo discussed digital storytelling in tourism, which involves using multimedia tools to craft engaging stories. She explained the effectiveness of this approach. Key components of digital storytelling include narrative, visuals, and emotions, all aimed at capturing the audience’s attention. Examples of digital storytelling in tourism include social media campaigns, travel vlogs, interactive websites, and user-generated content, all of which help promote destinations in compelling ways.
To conclude the masterclass, participants engaged in a hands-on activity where they worked on a storyboarding exercise. They were tasked with pre-production planning for a selected destination, focusing on aspects like the theme, target audience and the research conducted. Each participant presented their storyboard, which featured different cities, sparking a discussion on how some cities could reshape their identities to boost tourism.
Finally, Mirsada Mehremic, Coordinator of the Tourism Thematic Team of EfVET, shared her conclusions, emphasizing the significance of cities prioritizing destination branding to secure a better future for their communities.
