Citynavigator Day 2020: it takes two to tango
Thursday 23 January was the day; the 4th Citynavigator Day took place. Insiders opened its doors to welcome partners from across the country. It became a day full of inspiration and encounters. The combination of various knowledge and networking sessions, awards and a delicious lunch and drinks contributed to the convivial Brabant atmosphere. Unfortunately, this atmosphere cannot be translated into text, but some highlights can. 'What were striking moments, lessons and statements from the Citynavigator Day?' You can read the answer to this question in this blog!
A special anniversary
Amber Twigt and Anita van Hezik kicked off Thursday with a welcome speech. Servia van de Laak then went through the business and sector-related trends. She proudly shared that Insiders has something to celebrate this year. Namely, in 2020, we will exist for 20 years! Such a special anniversary calls for a special annual theme: 'It takes two to tango.' Before people could imagine themselves under the Spanish sun, Servia explained that this symbolises the importance of cooperation. The good relations with partners present have played a big part in Insiders' success. The next 20 years will also focus on strengthening partnerships. Let's keep dancing together!
‘It takes two to tango’ – Servia van de Laak (Insiders)
Speed dating
After the trend presentation, there was room to get to know each other better. What better way to do this than by speed dating? To everyone's surprise, a playing card was hidden on the back of each name card. The assignment: find your match (or matches) and find out what binds you together. This sometimes proved more difficult than expected, but it did result in interesting conversations. And that, of course, was the intention!
‘I’m actually very curious to know why we’ve been matched.’
Similarities were found in terms of regional challenges, promoting similar events and the relationship with Insiders. Whereas in this first round partners fanatically searched for common ground, in the second round they found each other through topics of their own choosing. Cards with short texts like 'success case', 'branding' and 'I have an idea...' served as conversation openers.
Choice of knowledge sessions
After the first round of speed dates, the knowledge sessions could start. Divided over two rounds, six topics were given time and attention. Plenty of choice! The following sessions passed by:
Lifestyles and target groups: Innovative testing capabilities for the perfect match
By: Fred Roodbeen, Dennis Groen (MarketResponse) and Auke Buma (Insiders)
This session focused not on the BSR model and lifestyles from MarketResponse (formerly SAMR), but on the new research capabilities they have developed. Innovations such as the Visual Check Analysis allow photos, films and web pages to be tested by the intended target audience. This check has already been applied to the Honeyguide platform with surprising results. For instance, approachable language was appreciated more than English-language terms such as 'hidden gems'. Using photo analysis based on artificial intelligence, a large number of photos can be tagged with the right lifestyle. This way, you can tailor the content of your website entirely to your intended target group. A great collaboration, then, in which we can add value to the website content to load storylines and target groups. If you are interested, please contact us.
Close the gap: from online to ultimate on-brand placemaking
By: Inge Sprangers (RBT De Langstraat) and Servia van de Laak (Insiders)
How can you make a brand visible both online and offline? This question was leading in the session on placemaking. Inge shared her experience with the brand creation of de Langstraat, a region in North Brabant. The challenge in this case study was connecting small villages, each with its own brands and iconic places. For example, how do you create support without losing sight of the choice of one brand identity? In addition to a strong visual identity, RBT De Langstraat also connects the region with approachable brand expressions in the public space: boxcars, fire stamps and food trucks. If you are interested in a placemaking session, please contact us.
We try to build sand castles from loose sand'.
Inge Sprangers (RBT De Langstraat)
Introduction Citynavigator: vision, opportunities and possibilities
By: Daan Berends (Interim project manager Tourism and Culture) and Anita van Hezik (Insiders)
An introductory session was also organised for introducers and new partners. During this session, cases of other destination marketing organisations were highlighted and there was plenty of room for your own input and questions. What are the current capabilities of Citynavigator? And what improvements and extensions are still being worked on? Anita and Daan tried to answer these questions. Should you still have additional questions based on this session, please do not hesitate to contact them via anita@insiders.nl.
Working together in the region: how to empower everyone
By: Eric Boselie (Eindhoven365) and Servia van de Laak (Insiders)
After a delicious lunch, Eric shared his vision of the 2020 regional model. In 2020, there will be 21 partners from the Eindhoven region sharing data with each other in a transparent way. This offers many opportunities, but logically also challenges. Eric Boselie advocated smart cooperation based on local identity and strength. Besides a smart infrastructure and space for each other's identity, positive energy, in particular, is the ingredient for the success of Eindhoven region. Here Eric Boselie's message: where you can, leave politics out of the decision-making process. The power lies in the coalition of the willing.
'Marketing is market-getting, not a Polish country day.'
Eric Boselie (Eindhoven365)
Place branding via Instagram
By: Simone Wittgen and Amanda de Nijs (Honeyguide)
Instagram can put a place on the photo and on the map. This session focused on the possibilities this medium offers for destination marketing. Simone has previously created content for Honeyguide, her own channels and other destinations. Based on these previous experiences, she shared practical tips with interested partners who are still less active on Instagram. Look & feel, highlights, stories and instameets; it was all covered. Furthermore, compliments and tips were handed out to destinations. VisitBrabant, for instance, turned out to be a real standout on Instagram(@visitbrabant)!
Editorial model: how to organise content together
Sanne van Tuijl (RBT Rivierenland and involved in UBase) and Ruben Haverkamp (Insiders)
Citynavigator’s technology encourages the sharing of data both within and outside the region. Whilst this is both interesting and efficient, it also requires a well-organised editorial team. Ownership, the enrichment and the use of the data are key considerations in this regard. During the session, Sanne shared her past experiences of collaborating with all partners within the Province of Utrecht. In addition, attendees were asked about their practical experiences, which sparked a great deal of discussion. Whilst many attendees face challenges in obtaining high-quality content, a few are actually looking for content (from the region) in the first place.
A key conclusion is that simply ‘communicating’ with data providers (businesses, local authorities and other Citynavigator partners) remains a crucial factor in organising content effectively.
Citynavigator Awards 2020
Traditionally, after the knowledge sessions, the successes of the partners were highlighted. The 'Oscars among destination marketing organisations' were awarded by Pascal Vleugels. He showed website statistics from the past year and asked the relevant partners about the peaks in visitor numbers. The results showed that strength lies in highlighting special events and looking beyond practical content. Maastricht Marketing, for example, experiences its heyday when Andre Rieu performs or even announces a performance on TV. Noordwijk Marketing experiences a similar peak in the run-up to the Ibiza festival. Those looking to take their content to the next level would do well to check out Visit Leeuwarden's website. These and other winners were rewarded for their efforts with a well-deserved award. You can read more about the winners of the Citynavigator Awards 2020 in the blog: Citynavigator Awards: The best tourism websites of 2020.
'If you want to know where you are going, you also need to know where you are coming from.'
Pascal Vleugels (Insiders)
See you next year!
We look back with great pleasure on a successful Citynavigator Day 2020. People celebrated, met and inspired. While enjoying snacks and drinks, we received enthusiastic reactions from known, new and non-partners. Especially appreciated was the openness of all attendees. Attendees were not guided by competitive positions, but lovingly shared tips and tricks. We hope to experience this pleasant atmosphere together again next year. Will we see you at the Citynavigator Day 2021?