Trondheim Brand Platform & Digital Transformation
Recorded session from Friday, February 19, 2021 status update
Tanja Holmen (Visit Trondheim)
McKenna Starck (Visit Trondheim)
Jaya Thomlison & Harald Stendal (Heyloft)
Tom Morgan (ANTI)
City Brand Status Update
We want to make Trondheim Norway’s best city to visit, enjoy and live in.
How do we achieve this? By linking together a community of the city’s leaders, from all sectors, large and small. Trondheim’s city brand will be the platform that lifts our combined efforts; making Trondheim Norway’s best city to visit, enjoy and stay.
Visit Trondheim has partnered with ANTI to help in developing a new, authentic Trondheim profile to strengthen the city and build community. The new identity will be used in and against local, regional, national and international markets; positioning Trondheim in the world. Enticing international visitors and locals alike to visit, enjoy and stay.
The visual identity is well underway, below is a status update on where we are with the new brand strategy and visual identity since our workshop in Nov. 2020 – courtesy of Tom Morgan, ANTI:
City branding requires long-term thinking. A great city brand at its core includes the culture of its people, confidence and has a strong sense of self; it’s not about ‘what we have’ it’s about ‘who we are’. It is the people who have helped to shape the city and region that have made Trondheim such a unique city. No one knows Trondheim better than you; that’s why you’re so important in this process.
Not only do we envision a great tool for both locals and visitors with a curation of wonderful experiences, but we also see the potential to create a hub for collaboration between us and all of you. A new marketing tool with crowdsourced content.
There are so many great stories to tell, but where to find them? Whether it’s new technology, scientific breakthroughs or a new Michelin Star, we want to create a common platform to share, refine and distribute these stories on a local, national and international scale.
New partnership with Heyloft
Innovation Norway granted Visit Trondheim preliminary project funding for the research & development phase of a new digital platform. For this stage of the process Visit Trondheim partnered with Jaya Thomlison and Harald Stendal of Heyloft, a duo that uses Design Thinking Methodology, focusing on user-based designs.
goal: preliminary project
Gain insight into a digitization process where the actors arrive at a common description of the main problem.
Through interdisciplinary seminars, clarify ‘what is to be worked on in the main project’, while at the same time, involve the most important participants and partners.
Establish a project group that has common needs, and use interactive tools to create a common vision for the main project.
Get anchored and shared ownership of the project, among partners.
Get input, map needs, and test out methodologies for the main project.
Introduce working methods design-thinking to important partners and users.
Create an arena for the inclusion of ‘more voices’ from the local tourism industry, so that they contribute to the development of the ‘new technology’ (which will contribute to the digitalisation of the tourism industry).
Menti Interactive Session:
After seeing the value from community collaboration in our Brand Workshop (Nov. 2020) we saw the positive impact it had when working through the brand strategy. And as we embark on our journey to a digital transformation, we want to continue forward by promoting collaboration, discovery and engagement throughout our community of city leaders, from all sectors, big and small. Below is some of the feedback we received from participants of Friday’s interactive session:
Clear Benefits of Collaboration
This new series airing is very timely as we share our ambitions for future collaboration.
In a new five-year strategy for Visit Trondheim from 2018, building a reputation by highlighting the city’s experiences and attractiveness as a visitor destination was one of the most important focus areas.
We have worked strategically to attract large and small flagship events to the city, as we believe that this is the easiest way to national and international visibility. And as a result Visit Trondheim hosted, the 2020 Michelin Guide Nordic Star Giving Event in Trondheim in February 2020. And according to Meltwater analytics, this event garnered 350 million potential views through media and social media coverage, with a value of around 65 million NOK.
Trondheim was awarded its first two Michelin Stars to Credo and Fagn back in 2019 and for us it was important to continue with the momentum and build on this success. Thus, hosting the Michelin Guide Awards with the goal of increasing visibility and building the city’s reputation as a food capital and food region.
As you will see in this new docuseries, bringing the Michelin Guide to Trondheim through close collaboration shows the impact that the Michelin Guide Nordic Star Giving Event in Trondheim had on Britannia’s initial goals for opening the best Five Star Hotel in Norway. It is a testament to a great collaboration between Visit Trondheim and its partner Britannia hotel – proof of how joined forces can generate spectacular results!
European Region of Gastronomy is yet another example of a project/award that Visit Trondheim initiated. And through close collaboration with various stakeholders, won the award for 2022 and has highlighted Trondheim as an international food destination.