Travel is inherently visual, and that means travel brands have a prime opportunity to engage audiences with stunning photos and videos. But where to start? Check out these 7 tips for improving your travel brand’s visual content marketing, from studying the trends to sharing visual content across platforms.
1. Know the visual content marketing trends.
Marketers across industries are focusing on the power of visual content to tell stories. In a study on visual content with CMO Council, 65% of senior marketing executives said visual assets (photos, video, illustrations and infographics) are core to how their brand is communicated.
Similarly, in Visual Communication Trends and Challenges in Adventure Travel, a report by Libris and the Adventure Travel Trade Association (ATTA), 70% of adventure travel professionals said visual assets are core to their marketing and storytelling strategies. When asked to describe how visuals fit into their marketing strategies, not a single person selected the answer, “we do not use visual assets.”
Check out a review of the report findings in the webinar below. Plus, hear from Visit Greenland’s Mads Pihl on how the organization sources, manages and shares visual content.
2. Source compelling visual content.
Stories about your brand are unfolding every day. It’s important to have an open line of communication with your team members and your customers so you can turn those stories into visual content, whether it’s professionally produced or user-generated content.
Southwest Airlines monitors social media for compelling stories, and makes sure employees are involved in the brand’s storytelling process. Brooks Thomas, Social Business Advisor for Southwest Airlines, says this helps the brand source authentic visual content.
Check out the full behind-the-scenes feature, How Southwest Airlines Fuels Brand Journalism with Social Media Listening and Quick Turn Video.
3. Centralize and organize your content.
To get the most return on your investment in visual content, your assets have to be easily accessible. If you can quickly find and share content, you can use it across platforms, even on a tight deadline.
Check out this webinar hosted by Libris and ATTA on how to source, manage and share visual content, so you can make the most of the assets in your visual media library.
4. Make sure your website is visually engaging.
When Skift released its list of The 25 Best Tourism Websites in the World 2016, the team noted the criteria included powerful imagery, multimedia content, interactive, visually engaging maps and long-form videos sharing authentic stories.
Check out this list of The Five Best Tourism Websites to Inspire Your Visual Storytelling, complete with gifs of the five best homepages.
5. Use visual content across platforms.
Travel brands use visual content on their websites, blogs, social media, print publications and more.
This webinar outlines 7 tips for sharing compelling content across platforms, 7 fantastic visual content marketing examples from travel brands, and 3 case studies on how to manage the image and video sharing process behind the scenes.
6. Share content with partners.
When your travel brand partners with other organizations, your content can have a broader reach and a more stronger impact. Check out these three stories on how sharing content with partners can have a powerful ripple effect:
- Case Study: How Visit Greenland is Reclaiming Its Storytelling with Digital Asset Management
- Case Study: A Partner’s Perspective on Visit Greenland’s Image Library
- Case Study: Waterfall Resort Controls its Brand by Sharing High Quality Images
7. Experiment with video and events.
Video’s importance is on the rise – 79% of senior marketers say the importance of video will increase in the future. Now is the perfect time to experiment with fun, long form video campaigns. Check out this series by the Holland Marketing Alliance, Holland. The Original Cool., for inspiration.
Events are another way to produce your own content, work with influencers, source user-generated content and connect with your audience face-to-face. Check out our tips for hosting a photo walk to engage your audience.