Last fall, VisitBritain showcased the amazing moments that could only be experienced in Great Britain through a that included the “365 Days of #OMGB” content platform. Now, as a part of our multi-year partnership, we’re unveiling the next iteration: an innovative, new video player which is the first ever to utilize a smartphone’s gyroscope and compass as a way for users to navigate and engage with inspiring destination content.
Technology advancements bring people together like never before, making the world smaller and more accessible, but in no other industry does that reign truer than in travel. New technologies have transformed the tourism and travel industry, affecting and changing every aspect of a trip, from how consumers choose a destination, to how they get there, and how they interact with their surroundings.
A picture may be worth a thousand words, but it’s often not enough to cut through the clutter and engage with new customers. A recent study shows people generally lose concentration after eight seconds, a shorter attention span than a goldfish. With that in mind, getting consumers to not only consider, but also book a trip is no small feat for destination marketing organizations (DMOs). DMOs however have a unique opportunity to reach travelers during their inspiration phase, using more than just a photo.
Our screens are practically an extension of ourselves nowadays. Because content is accessible from just about everywhere, video continues to increase in its importance to marketers. In 2015, the average consumer watched 62 minutes of online video per day. By 2017, that number is expected to rise to 72 minutes.1
Destination marketers are tasked with building awareness and positive perceptions about a place – whether a city, country or region – to drive new and repeat visitors.
How do you combine the social muscle of a service such as Twitter with a travel brand in order to increase awareness of a destination? Add images of renowned masterpieces, the power of crowdsourcing and a chance to win a trip to Holland.
Expedia Media Solutions created interactive video campaigns in partnership with tourist boards, including Visit Denmark and Bermuda Tourism. These videos bring to life the many ways to experience destinations with content that is fresh and shareable. Because we know travel is so inherently personal, we wanted to use immersive, interactive digital video to enhance a viewer's experience of a destination more than traditional linear video to truly tell the story of destination. This isn’t just about watching. This is about taking part in a series of decisions that encourage the user to explore a city or an island on their own terms – and perhaps to uncover some hidden gems along the way. The film was captured using specially-designed wearable cameras to deliver a unique perspective, and help viewers feel like they are really there.