Travel brands are prioritizing visual communications. A video montage showing you around a city, a Pinterest board of a destination’s best restaurants and an Instagram influencer’s photos highlighting what a hotel has to offer can make travelers consider a new place to visit or convince them to book a trip. As convention and visitors bureaus (CVBs), hotels and attractions shift the focus to visual storytelling, they must prioritize visual asset management (VAM). That’s why we’re excited to welcome a new member to the Libris team – David West!
David is an award-winning expert in the travel industry. He has taught hospitality courses at a number of universities and led marketing efforts for organizations like Pocono Mountains Visitor Bureau and the Michigan Economic Development Corporation. Now, he’s bringing his expertise to Libris to help brands in the tourism industry organize their visual assets and power their visual storytelling.
Travel brands like Destination D.C., the National Aquarium and Carnival Cruise Line use Libris to organize their visual assets on a cloud-based platform, share photos and videos with internal and external stakeholders and getting results from maximizing their visual media libraries. Visual asset management helps travel brands save time, get the word out faster and build a stronger brand.
Case Studies: How Travel Brands Benefit from Visual Asset Management
Fast Public Relations: LEGOLAND Florida
LEGOLAND Florida’s communications team uses Libris to streamline public relations during events. Photographer Chip Litherland shoots an event and uploads the photos to Libris right away, so the rest of the LEGOLAND team can distribute photos to reporters quickly and easily. In non-breaking news situations, reporters can do an image search on the LEGOLAND Libris portal, and find images to fit a story. Using visual asset management to take the friction out of image delivery helps LEGOLAND keep up with the speed of the news cycle.
“It’s very user-friendly for the media, and at the end of the day, that’s what they want,” says Audrey Padgett, LEGOLAND Florida’s Marketing Manager. “They want the information and the photos as quickly as possible.”
Centralized Access to Imagery: Adventure Travel Trade Association
The Adventure Travel Trade Association (ATTA) uses Libris to share photos and videos with internal team members and external partners. Having a centralized media library allows everyone to search one place for all of the organization’s visual assets (as long as the ATTA has given them permission). The cloud-based platform allows staff members all over the world to access the photos and videos they need. And, the public portal allows the organization to share images with external partners through a branded platform.
“It has enabled us to be much more professional in our delivery,” says Casey Hanisko, ATTA’s VP of Marketing & Communications.
Honing the Brand: Visit Greenland
Visit Greenland relies on its image database to share photos with stakeholders and ensure the country has diverse representation abroad. The organization’s photographer makes photos available for free to partners like tour operators and travel agencies. Since stakeholders can now easily access photos through Libris, they are using a broader range of photos in their materials. This helps Visit Greenland shape potential travelers’ perceptions of the country.
“So few people have valid representations of Greenland in their heads,” says Mads Pihl, Visit Greenland’s Manager of Photography and Market Development. “When they see the images, they go, ‘ok, that’s quite different.’ It puts us on a mental map.”