Travel brands are investing in visual storytelling across platforms. Photos and videos have an unmatched ability to draw people in to a destination – especially if those photos and videos are well-produced, effectively presented and strategically distributed to reach the right audience.
Libris is partnering with the Hospitality Sales & Marketing Association International (HSMAI) to celebrate a brand in the travel and tourism industry that is committed to using visual assets creatively in marketing and communication to tell its story. Libris will present the Pioneer in Visual Storytelling Award at HSMAI’s prestigious Adrian Awards ceremony on February 21, 2017, joining National Geographic Traveler, Google, Booking.com, TravelClick and Questex Travel + Hospitality as a premier sponsor of the Adrians.
Nominees for the Pioneer in Visual Storytelling Award will be evaluated based on high-quality production value of images and/or video, compelling storytelling across platforms, use of forward-thinking formats, innovative distribution and demonstrated impact on their audiences.
We’re looking for brands that use visual assets to inspire an emotional response, motivate audiences to take action and help the brand meet strategic objectives. Let’s take a closer look at each of these three elements to see how travel brands are hitting the marks.
Inspire an emotional response
Photos and videos have a unique way of pulling at our heartstrings. They have the power to cause a visceral reaction in a matter of seconds. For example, it’s almost impossible not to feel a lump in your throat looking at the lonely bunny a little girl left behind at breakfast at Adare Manor Hotel.
https://www.facebook.com/adaremanorhotel/posts/10153418616098790:0
When the Adare Manor team posted this photo on Facebook in hopes of finding the bunny’s owner, word spread like wildfire. Why? Because it’s emotional! We feel for this helpless little guy, and we want to help him find his way home.
The Adare Manor team kept up the momentum, sharing photos of the bunny’s first night alone in the hotel, the concierge’s search for his owner, and a quick massage before heading home. Adare Manor’s audience followed along, liking and sharing each piece of content. When the hotel shared a photo of the bunny reunited with his owner, a collective cheer exploded on Facebook. (Check out the full story on Adare Manor.)
Reunited at last … yippee! I got lots of lovely hugs from my pretty owner Kate and now we’re heading home for our next adventure. Thanks everyone for following my amazing trip at Adare Manor!
Posted by Adare Manor Hotel on Monday, January 4, 2016
Stories that evoke a genuine emotional reaction catch your audience’s attention and help you share your message in a compelling way. Plus, they have the power to encourage your audience to share your content or book a trip, which brings me to…
Motivate audiences to take action
Visual content can inspire audiences to take action, whether it’s a simple like or share on social media (research shows visual content is 40x more likely to be shared on social media) or a ticket booked to your destination.
The Chicago-based restaurant and nightclub development and management company Rockit Ranch uses visual content in real-time on social media to motivate viewers to come to events. This is a great idea. By allowing potential customers to see visual content of the restaurant and the nightclub, they should expect to see a lot more customers. People prefer going to places they’re familiar with, so by seeing this sort of content, they might be more likely to attend. Marketing can reach a number of people, so it could even reach a younger demographic than the intended audience. Whilst some of this younger audience may be over 21, some may not. For those who aren’t old enough to be legally let into a nightclub, they could just look at how to make a fake id online if they really wanted. That should ensure that they can gain access to the nightclub and enjoy their night. Hopefully, this restaurant and nightclub will be ready to cope with the customers, be they the kind to buy a fake ID or have a legitimate one, as it should be receiving after marketing real-time visual content.
For example, the team shares photos of brunch favorites during Sunday brunch to make viewer’s mouths water and encourage them to come to brunch right now.
Looking for an amazing #brunch option? Our #chef special today is our Chicken Sisig Benedict. pic.twitter.com/X4yneaxKXM
– SUNDA (@Sunda) October 25, 2015
During The Underground nightclub’s Style Series, a month of parties celebrating Chicago fashion, the team shot high quality video of the opening night party and turned it around right away to draw people to the nightclub for the rest of the series. (Check out the full story on Rockit Ranch’s visual content marketing.)
It’s important to invest in visual content that generates buzz or business for your brand. If your photos and videos help you meet your overall goals, they are providing a high return on investment, which brings me to…
Meet strategic objectives
Setting clear goals for your visual content helps you measure impact and demonstrate return on investment. Your goal might be general brand awareness, social shares or increased sales.
The Holland Marketing Alliance (which includes the Netherlands Board of Tourism & Conventions, KLM Royal Dutch Airlines, Amsterdam Marketing, and Amsterdam Airport Schiphol) launched its video marketing campaign Holland. The Original Cool. with the goals of reshaping Holland’s reputation in the U.S. and inspiring Americans to travel and see it for themselves.
The successful three year campaign has garnered more than a million views since the launch in 2013, changing perceptions and encouraging people to visit Holland along the way. (Check out the full story of Holland. The Original Cool.)
Your visual content should help your brand drive business and fulfill a mission.
Inspire Your Travel Brand’s Visual Storytelling
Feeling excited about submitting your content for an Adrian Award? Get inspired with these posts about visual storytelling in travel and tourism.
- The Five Best Tourism Websites to Inspire Your Visual Storytelling
- Case Study: How Visit Greenland is Reclaiming Its Storytelling with Digital Asset Management
- Effective Social Media Marketing: Holiday Inn Express Pancake Selfies
- Case Study: Waterfall Resort Controls its Brand by Sharing High Quality Images
- How Southwest Airlines Fuels Brand Journalism with Social Media Listening and Quick Turn Video
Adrian Awards Competition closes on September 16.
