The judges loved Ellen's amazing storytelling approach, which is both educational and highly engaging. She's clearly a natural on camera and this has really helped boost Visit Skåne social content, adding depth, interest value and quality, all things which can easily be overlooked by destinations.

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Her uniquely quirky style on camera helps really get across the nuance and granularity of everything the destination has to offer, whilst speaking convincingly to audiences who are likely to take action from her insightful tips and takes. Such talent is not easy to come by and therefore a great contribution to the team, enriching the way in which Skåne tells its story.