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Multichannel Storytelling Strategy

"Picture it, Sicily 1912…" so begins the opening to almost every unforgettable story told by the incomparable Sophia Petrillo, TV's original Golden Girl. Though a fictional character from a 1980s sitcom, when Sophia tells you to "picture it," you know you're in for a story you're not likely to forget. The same holds true for brands: inviting an audience to "picture it," allows destinations to draw their audiences into stories about everything that is memorable, sensational and intriguing about their destination—whether it be a thrilling new rollercoaster, a hot new restaurant or the best place to go snorkeling. The stories behind the places in a destination are the building blocks to an impactful content strategy.

Before diving deeper, let’s go back to basics: what is storytelling and what exactly could a storytelling content strategy look like? In its...