Content Management and Storytelling for the Social World


  • There is so much happening around events and destinations: in the city, at the venue, by stakeholders
  • Carefully crafted social media posts are often siloed, short-lived and quickly lost in the online noise
  • Own photos and media sit idle on hard disks and are difficult to access
  • Communication and Marketing are fighting for the increasingly limited attention of customers and key stakeholders

EMMA is a new communication and marketing platform especially designed for event organisers and destination marketers. It provides a comprehensive set of tools to stay on top of the conversation and better connect and engage with audiences through more compelling content and experiences.

EMMA becomes now Tellit. A new brand that will be launched commercially soon.

EMMA @ Unseen Amsterdam

Unseen is the leading platform for contemporary photography. Over 50 galleries exhibiting there during 3 days. Task: Make the programme elements and especially the activities organised by the sponsors better known. Solution: Keep visitors informed and manage the flow of people using digital signage that is dynamic, appealing and social.

  • 2m x 4m LED Screen im central location: map venue and the latest social media posts
  • Communication manager controls with his smartphone and dynamically changes what is displayed on the LED screen

EMMA @ Internet Festival in Pisa

The Internet Festival is the largest Italian event devoted to the exploration of the World Wide Web and digital innovation. More than 150,000 visitors attended during the last editions.

Task: Keep the website updated and bring the activities closer to the general public. Solution: Publish daily “Highlights” with social media posts and own photos on the website’s homepage.

  • Simplification of website update workflow thanks to ready-made layouts and “Embeds”
  • Automatic capture and separate analysis of the social media posts from the event's social media team
  • Creation of highlights stories at the end of each day by event's editorial team
  • Publication on the website and in social media.

EMMA @ Frankfurt Book Fair

Frankfurt Book Fair is the international publishing industry’s biggest trade fair, with over 7,000 exhibitors from 100 countries.

Task: Document the many different elements of the programme in order to be able to quickly react to specific topics. Carry out post-event analysis of the social media activity for better planning of future editions. Solution: Automatic collection of social media posts and creation of an extensive archive to later search for information and gain new insights.

  • 8 Hashtags as well as the social media accounts of the Book Fair were collected; approx. 14.000 posts during the 2017 edition
  • Documentation of sub-events that took place

EMMA @ VisitTuscany.com

Visittuscany is the official tourism portal of the Tuscany region and was recently renewed in terms of branding and structure.

Task: Improve access to the vast archive of visual contents and ease the process of adding new articles for the visittuscany.com portal. Contents are stored in different digital locations and different places with local stakeholders not having easily and readily access to them. Solution: Bring all remote content into one place by creating an EMMA content hub. EMMA works seamlessly alongside the CMS used for the portal and the other systems for online storage of content. With the visual analysis tools it helps find faster and more relevant photos.

  • Employ advanced indexing, metadata extraction and image analysis tools to provide descriptions, rights, geotags and place names.
  • Integrate photos as an embed or as a link in the underlying CMS


CONTEC MÉXICO is an annual conference in Mexico City that brings together professionals from the Spanish-speaking publishing world and international experts from neighboring industries. Keynotes, workshops and discussions focus on topics like new business models, online platforms, apps, new narrative approaches, enhanced books and new marketing tools.

Task: Keep the CONTEC MÉXICO website up to date and attractive prior to the conference when speakers and sessions are announced, as well as during the conference. After the event, it is crucial to show the highlights and to give attendees and interested persons an impression of what happened. Solution: Show a social wall of the latest posts from the official CONTEC MÉXICO social media channels prior to and during the event on the website. Create a photo gallery with EMMA to show conference impressions.

  • Automate the population of items in the social wall using saved searches.
  • Calculate best photos to be included in the photo gallery


We are a European team of events and destination professionals, business, marketers and technology experts focused on delivering the best solution for cross-platform stories and multimedia narratives. The partners in this endeavour are: IN2 search interfaces development, Vandejong Creative Agency, Centre for Research and Technology Hellas, Fondazione Sistema Toscana and Frankfurter Buchmesse

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Contact us

Are you ready to explore how EMMA can help you leverage your content and reach out more effectively? Let's speak then! Use the contact details below and we'll come back to you as soon as possible.

  • Contact

    EMMA Project
    c/o IN2 search interfaces development Limited
  • Address

    22, Forth Street
    Edinburgh, EH1 3LH
    United Kingdom