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Social Travel Britain 2015 – programme

Salisbury Cathedral

Social Travel Britain 2015 – programme

At Sarum College, Salisbury: April 17-19
(All sessions in The Cavell Room, excepting workshops on Saturday morning)
Hashtag: #STBSalisbury


Friday 17 April

10am Registration opens. Coffee and tea available
11am Welcome from Travel Perspective and David Andrews, CEO, VisitWiltshire

Screen Shot 2015-01-29 at 18.59.5511.30am Malcolm Bell, Head of Visit Cornwall

A brave new world As the public money dries up, so DMOs increasingly look to the private sector for funding, and social media/digital to tell its story. Non-branded video is Cornwall’s prime method. Malcolm explains the rational and reveals some results – and debates what else should DMOs do with its digital marketing? Plus, how to go about it in cash-straitened times.


anthony rawlin digital visitor12.15pm Anthony Rawlins, Digital Visitor

Social Success: Campaign tactics and brand collaboration for destinations The most successful social media campaign tactics for tourist boards, taken from case studies over the last 12 months. This session also looks at corporate partnerships and aligning with non-travel brands to boost campaign exposure. From the founder of a Bristol-based digital agency founded 10 years ago.


1pm Lunch in Sarum College


PM MASTERCLASSES Hot off the Press: social and digital media in action now

Screen Shot 2015-04-03 at 18.25.172pm Jeremy Head, iCrossing

Visit Wales and bloggers VW has, for three years, decided to embrace video and bloggers as an important strand of its digital marketing. Jeremy works for VW’s digital agency and has recruited differing vloggers, setting them tasks in several parts of Wales – and has just returned from completing his latest project. Find out why VW chose vloggers, what was created and the results…


Screen Shot 2015-04-03 at Gary Grieve, Capela China

Using digital to crack China The potential for Chinese inbound tourism is enormous and so understanding their travel research patterns is vital. But it’s not easy: the country’s main social sites are in Chinese, rather than global. Learn from an expert how digital plays an important role in the travel decisions and consumer behaviour. Plus, a short Q&A with Mark Frary


Screen Shot 2015-04-03 at Richard Hammond, CEO, Greentraveller

Making sustainable travel sexy There have been several projects to promote car-free travel recently, as part of a wider sustainable transport programme. Greentraveller has worked with most National Parks and a dozen AONBs/DMOs from Cairngorms to Dorset and The Isle of Wight, using social media and video – and this week completed two films in Wiltshire. Bring your own popcorn


3.45pm Coffee break


Image4.15pm David Coulthard, Marketing Director, Salisbury Cathedral

Blog it and they will come… Britain boasts many historical institutions and monuments. But it’s a challenge to utilise digital and social media in a non-intrusive, cost-effective way. Find out how David enlisted 27 bloggers, including the cathedral cat, the dean, organist and verger to bring the site to life. Hear his tips on how to tweet. And learn from his mistakes…


5pm End of conference first day

5.30pm-6.15pm Opportunity to hear evensong in Salisbury Cathedral

6.30pm A drinks reception in The Cloisters of Salisbury Cathedral, with a private showing of the best preserved copy of Magna Carta in the magnificent Chapter House.

7.30pm Dinner in The Refectory at Salisbury Cathedral, including at 8.30pm the inaugural SOCIAL TRAVEL BRITAIN AWARDS 2015


Saturday 18 April

8am-9.30am Breakfast in Sarum College refectory



nicholas montemaggi emilia romagna9.30am Nicholas Montemaggi, Emilia Romagna Tourist Board

The Blogville Project It was such a simple idea. Provide an apartment for bloggers to stay – and they came. More than 60 in Year One, providing content in several languages for little outlay. Year Two was better. Now hear the plans for Year Three…
Q&A: Blogger Kash Bhattachrya (The Budget Traveller), co-founder of Blogville, joins the stage in conversation with Nicholas


Screen Shot 2015-04-03 at 19.45.2110.15am Kirstie Pelling, The Family Adventure Project

#PoetinMotion: The family blogger reveals how she negotiated a collaboration with Cumbria Tourism based around a hashtag. It’s a project that has a long shelf life, involves a community and embraces traditional publishing as well as social media and video – and is the sort of project that can apply to any DMO. (And, we hear, it’s broadening, with poems in 220,000 bus timetables).


Image10.45am Andy Jarosz, 501 Places

Shifting sands: why DMOs may have to pay the media Established blogger Andy and his photographer wife Sam have just returned from a trip to Jordan. But instead of being invited by the destination, the couple were invited by a media group – which had cut its own deal with the local DMO, for a fee, to publish agreed articles and photographs. Is this the future template?


11.15am Coffee break



11.45am: In Cavell Room

Screen Shot 2014-12-18 at 01.39.12Image 1 Jennifer Howze, BritMums and Gretta Schifano, Mums do Travel

Meet the holiday decision makers Mothers make 78% of holiday decisions, says research from Thomas Cook. And as the kids get older, then they start to influence where to travel. So it’s time to meet Jennifer Howze, co-founder of BritMums, the largest collective of parent bloggers, and Gretta Schifano. Gretta is a member of BritMums and runs her own travel blog, Mums do Travel. And they are both part of Family Travel Perspective. A discussion with Steve Keenan, who works with family bloggers at FTP.


11.45am: In Hamilton Room

Screen Shot 2015-04-03 at 19.20.46 Nigel Camp, Devil Boy Productions

How to make professional video on a smartphone Meet Nigel, who specialises in video production with animation for businesses who want a big company experience on an affordable budget. As we all do. Learn how to turn your smartphone into a mini production studio, for those short-form social media videos, and the must-have accessories. More info:


12.20pm: In Cavell Room

Screen Shot 2015-04-14 at 17.10.45Screen Shot 2015-04-04 at 11.26.24Heather Cowper, Heather on her Travels and Zoe Dawes, Quirky Traveller

Targetting the 40+ quality traveller British bloggers Heather and Zoe Dawes are part of Travelator, a group of online multimedia travel publishers working with DMOs to target the upmarket British traveller, a much-sought after resource. The group ran a campaign with South Tyrol and is working on another project this spring. Find out what appeals digitally to the upmarket traveller


12.20pm: In Hamilton Room

Screen Shot 2014-12-18 at 01.10.34Abigail King, Inside the Travel Lab

Photos: your powerful friend Abi fell in love with social media after swapping her first career as a hospital doctor for one with words and pixels. She is one of the leading figures in the UK for blogging and social media in travel and runs regular training sessions on the subject for travel writers, photographers, students and companies. Her photography has appeared in CN Traveller and on CNN.


1pm Lunch, Sarum College. This is a special Wiltshire produce lunch sourced by Sarum College chef Richard Amey. The best the county can offer, including local hams, beer and cheeses for which Wiltshire is famed



Screen Shot 2015-04-07 at Dr Philip Alford, Senior Lecturer, Bournemouth University

Adapt or die “The internet and social media have emerged as pervasive and robust platforms for tourism destination distribution and management. Web and consumer-generated content based on SM engagement are developing issues further. Only DMOs that can take full advantage will be able to capitalise on the benefits…” Find out the latest thinking in DMO strategy from the original travel guru


kim leuenberger2.15pm Kim Leuenberger, Instagramer

My Instagram Journey Popular IGer kim.ou is famous for her photos of tiny model cars in glorious locations, in effect a new twist on tilt-shifting in smartphone photography. At #STBSalisbury, she explains how she started out on the photo-sharing network – and her tips for success


Screen Shot 2015-04-08 at 13.33.23Screen Shot 2015-04-03 at 17.43.482.45pm Fiona Errington, Marketing Manager, and Emma Kirkup, Digital & Online Executive, Visit Wiltshire

Who do we think we are? Positioning is a buzzword in travel and tourism right now: working out the best way to describe yourself and get your message out. Birmingham is spending £150k just to do the research, let alone implementing it. Find out how and why Wiltshire decided upon its #timeforwiltshire tag, and how it has already boosted its social media reach


3.20pm Coffee break


3.50pm Speed dating and debates An opportunity to meet your fellow delegates and debate the challenges and triumphs of social media and digital marketing in travel, as delegates sit down with bloggers in round-table discussions. Subjects: What is the next big thing in social and digital? Bloggers and DMOs: why isn’t it working? Doing more with less. Who owns the tourism message?


Screen Shot 2014-12-18 at Kash Bhattachrya, The Budget Traveller

The Biggest Blogging Project in The World Must Love Festivals was created last year, and is about to start rolling for 2015. With up to 12 DMOs involved, it is the biggest collaborative storytelling and blogging project out there. Kash reveals the results so far and a key takeaway: getting DMO’s to invest in blogging projects that deliver longterm exposure, thinking beyond the old blog/press trip model.


4.50pm Presentation of speed dating debates’ summary

5.10pm Closing comments


Screen Shot 2015-04-14 at 17.38.41

6.15pm Opportunity to hear evensong in Salisbury Cathedral. No need to book

7.30pm Casual dinner in a Salisbury restaurant for those staying for the Sunday morning activities. Venue: We have booked tables at The Old Mill, which is Britain’s oldest paper mill, and a short walk across the water meadows. It’s worth it for the view of the Cathedral alone (pic, above). This is a non-hosted dinner, so delegates are free to eat elsewhere – we just thought you should know about this place…


Screen Shot 2015-04-14 at 18.11.15

Sunday 19 April

8am-10am Breakfast in Sarum College refectory

There are a number of options for delegates in the post-conference programme, including:

6am Leave Sarum College (sunrise: 6.05am) for a dawn walk inside the stone circle at Stonehenge, from 6.45am-7.45am. We will be accompanied by Pat Shelley, widely regarded to be the finest guide to Stonehenge. Of 428 reviews on TripAdvisor, 422 rate his tours as ‘excellent.’

8am-Noon Opportunity to attend Communion, Morning Prayers and The Eucharist at the Cathedral

10am-Noon Starting from Sarum College, a smartphone photography tour of Cathedral Close with a Blue Badge Guide guide and Instagrammer Kim Leuenberger. The Close houses some magnificent buildings, including Arundells, the home of former Prime Minister Sir Edward Heath. Mompesson House is an 18th century Queen Anne style townhouse owned by The National Trust, and we recommend the excellent Salisbury Museum.

(Unfortunately, we have had to cancel plans for a tour inside the roof of Salisbury Cathedral, as it is not possible during services – and is booked up for the afternoon)

Noon Casual, non-hosted lunch for remaining delegates and bloggers. Venue: The Chapter House, just outside of St Anne’s gate – 100m from Sarum College.