The demand for content personalisation intensifies as audiences grow more transparent in their choices, varied in their interests and inconsistent with their buyer behaviour. There are language and cultural differences faced when scaling globally and within each market, you can segment audiences through numerous indicators. Continue Reading
In today’s surplus of online travel content, consumers are savvy in making choices and discretionary when it comes to absorbing information. The responsibility of travel brands now lies in their flexibility, connecting with consumers wherever they are on-the-go. Getting that digestible, exclusive and mobile-friendly content into their hands will remain a goal for travel brands, one that they must evolve to keep up to terms with. Continue Reading
Flipping the turntables, we approach travel videos through the lens of the consumer and ask what content gets them inspired and forward-looking for their next adventure? Continue Reading
It’s about time travel brands started relating to Asian audiences better with removing stereotypes and killing restrained storytelling. Never think tourism videos need to be static with cliched storylines and aspirations are driven by the Western media.
Destination Canada, the official tourism board of Canada has unveiled an anime short story that focuses on a romantic adventure in the Great White North, famous for its rugged landscapes and natural beauty.
This moving and stylised short film was designed to boost international tourism and shift perceptions of Canada limited to the 3 Ms: moose, mountains and Mounties. With representations of Canadian icons from the Vancouver sculpture ‘the Drop’ to a downtown Toronto ice skating rink, the video looks set to reinvent representations of Canada as an alluring wintertime destination.
For more information on how videos can empower your brand and maximise your reach, please visit www.wootag.com. To view more winning content ideas on video, please have a look at us on LinkedIn.
Travel brands are non-conformists and juggernauts in reinventing themselves to attract new eyeballs. The importance for them to adapt lies in destinations not being as new or exotic as before. The lack of novelty goes in line with the industry’s increased online resources and more competitive prices.
Be it airlines, destination campaigns, comparison websites or travel apps, travel brands are constantly evolving with their audiences having to keep up with ever-changing consumer expectations of what a place has to offer.
According to Think with Google, some 67% of views of travel videos fall under professionally released or brand-related videos. A report from Skift points out destinations have the keenest interest to put in place a video content strategy as over 70% of YouTube searches are for destination names.
Interactive videos, in particular, are a surefire way of unfolding a constructive conversation. This two-way dialogue allows the user to respond to the video through feedback or participation and learn more about the product objectively. For the travel industry, Instagram feeds and Facebook live are defining travellers’ experiences through unique and shareable social content.
With the younger millennials, travel brands will need to drive content that has an emotional connection, aspirational theme and that is intellectually nourishing. This includes finding insightful ways to tell stories from a local perspective.
Video is the perfect platform for stories that feature a greater sense of adventure and authenticity, build the curiosity of understanding the world and a desire for immersing in a local culture. Jason Dorsey, a marketing author and the speaker says, “Today’s traveller is technologically dependent and that dependence is merely a conduit through which to dream, research, share and experience travel.”
We look at some travel brands that are creating a meaningful user experience and engaging them through authentic and unusual storytelling.
Creating a user experience that will keep you hooked whilst providing useful guidance is a tough act to follow. Lowe has long been associated with their DIY hacks and with the help of an idea from Facebook, they’ve pulled off something worthwhile in your toolkit. Narrow, unattractive spaces are given an extreme makeover with a nudge and a lift using Instagram stories and transformed into something beautiful and usable. Audiences have the liberty to play architect, interior designer and engineer at once as Instagram Stories provides the framework and flexibility. Innovative? Check! Plenty of fun? For sure! Helping people with their projects in an easy to follow and independent away? That’s something special and you can start work anywhere! For more information on how videos can empower your brand and maximise your reach, please visit www.wootag.com. To view more winning content ideas on video, please have a look at us on LinkedIn.
Video updates are all over your Facebook and Instagram feeds these days and it’s vying with the volumes of text-based content shared daily for eyeballs. Videos are increasingly becoming more powerful for storytelling and prolific in widening your reach. Everything imaginable from gadgets, travel destinations, entertainment, celebrities to business decision-makers are using the high energy, hot-off-the-press video approach to give ‘live’ updates that create immediacy and exclusivity. Continue Reading
Be it from the sensational to the moving to the uplifting, we are always on the lookout for videos that capture us and speak to us. In any vehicle, it is the human that is in the driver’s seat and that is what Volvo does skilfully pointing us to reflect on our identities, our behaviour and our expectations.