DMO case study | Destination Arctic Circle
Context
Destination Arctic Circle is a regional tourism organisation in West Greenland, representing multiple places, routes, and experiences through a network of official digital platforms.
My work with Destination Arctic Circle evolved from freelance commissions into a full-time role. Responsibilities combined content strategy, writing, and photography across the primary platform and official hiking trail websites, with a focus on trip planning and on-the-ground navigation.
Scope of work
- Destination content strategy and structure across multiple platforms
- Destination guides covering eight locations
- Strategic editorial features highlighting the region
- Development and ongoing maintenance of hiking-specific sites, including the official Arctic Circle Trail website, with responsibility for content structure, route documentation, and updates
- Photography produced alongside written content
- Development and maintenance of a central media database
The work established a connected network of sites built for consistency, coordination, and longevity.
What made the work effective
The work benefited from continuity of responsibility across platforms.
Rather than contributing isolated assets, I was responsible for how content was structured, developed, and maintained across all sites, informed by direct field experience.
This allowed content to be designed around how people actually move between places, trails, and planning resources, while maintaining consistency in writing and photography as priorities and use cases differed.
How the work is used
The work is used across Destination Arctic Circle’s primary platforms, associated hiking trail sites, and related editorial channels, supporting trip planning, regional discovery, and place-based storytelling.
Content was structured for long-term use, allowing core material to remain stable while specific details are updated incrementally as access, infrastructure, and regional priorities evolve.
A shared media database supports ongoing platform needs, providing a consistent visual resource for regional stakeholders and enabling appropriate reuse of imagery across sites.
Selected samples
The following examples represent writing and photography produced as part of this work, even where individual bylines are not consistently displayed.
• Complete Destination Arctic Circle website ->
• Complete Official Arctic Circle Trail website ->
• Photography for Destination Arctic Circle ->
A similar approach informs collaborations with national tourism organisations and tour operators.
• See selected clients →
• National tourism board case study | Visit Greenland →
• Tour operator case study | Icelandic Mountain Guides →