The document summarizes Elena Paschinger's presentation at the FRH Biennial Conference in Vicenza, Italy on November 10, 2016. Some of the key points discussed include a viral video called "Hymn to Jordan" that received over 2 million views across various platforms. Paschinger also covered social media success principles for travel marketing like choosing the right channel for different audiences and encouraging interaction. Additionally, she promoted several travel campaigns and initiatives like #EuropeTour, #Luther2017, and the First Austrian Scything School. Paschinger advocated for a paradigm shift in travel from cultural to more creative experiences.

1. FRH Biennial Conference| Vicenza, Italy| 10 November 2016
Elena Paschinger | Creativelena.com | EuropeTour.tips

2. FRH Biennial Conference| Vicenza, Italy| 10 November 2016
Elena Paschinger | Creativelena.com | EuropeTour.tips

3. FRH Biennial Conference| Vicenza, Italy| 10 November 2016
Elena Paschinger | Creativelena.com | EuropeTour.tips
“Hymn to Jordan” goes viral
2 million Jordan
video views across
different platforms
Queen Rania of
Jordan shares the
video with millions
of her fans around
the world
Campaign launch:
Summer 2015

4. FRH Biennial Conference| Vicenza, Italy| 10 November 2016
Elena Paschinger | Creativelena.com | EuropeTour.tips
Social Media: Flirtatious, inspirational storytelling
led by digital influencers in a global market place.

5. FRH Biennial Conference| Vicenza, Italy| 10 November 2016
Elena Paschinger | Creativelena.com | EuropeTour.tips
Key Social Media Success Principles
• Message: Which channel for which audience?
• Reach & Response: Encourage Interaction,
include opinion leaders, engage with feedback
• Set targets & standards for measuring success
• Think Business, Long-Term & Innovation!
• #EuropeTour @EuropeTourTips
• Win-Win-Situation

6. FRH Biennial Conference| Vicenza, Italy| 10 November 2016
Elena Paschinger | Creativelena.com | EuropeTour.tips
VisitChurches.org.uk | #Champing

7. FRH Biennial Conference| Vicenza, Italy| 10 November 2016
Elena Paschinger | Creativelena.com | EuropeTour.tips
GNTB | #Luther2017

8. FRH Biennial Conference| Vicenza, Italy| 10 November 2016
Elena Paschinger | Creativelena.com | EuropeTour.tips
First
Austrian
Scything School

9. FRH Biennial Conference| Vicenza, Italy| 10 November 2016
Elena Paschinger | Creativelena.com | EuropeTour.tips
I hear and I forget
I see and I remember
I do and I understand.
Paradigm Shift  From Cultural to Creative Travel

10. FRH Biennial Conference| Vicenza, Italy| 10 November 2016
Elena Paschinger | Creativelena.com | EuropeTour.tips