The Power of Specificity: Creating Destination Stories That Stand Out

Join Odyssey Studios' Dylan Thuras, Head of Creative & Storytelling, and Annika Knutsen, Campaign Manager, Creator Partnerships & Marketing, along with Southeast Tourism Society for a practical look at how specificity can strengthen destination storytelling and influencer marketing.

This session will explore why the strongest destination stories go beyond broad themes to focus on the details, people and experiences that make your destination unique, and how content creators can bring those stories to life.

We'll cover:

- Why specificity can help destinations create a stronger sense of place

- How influencer and creator marketing can spotlight the experiences that set a destination apart

- A look at the Visit Virginia Beach Odyssey Creators campaign, featuring insights on how destination strategy translated into creator-led storytelling

You’ll leave with real-world examples and practical ideas for uncovering stronger stories, working with creators more intentionally and bringing a greater sense of place to your destination’s story.

Date & Time: September 29, 2026 2:00 p.m. CT