You’ve probably heard that old adage about writing: Show, don’t tell. The same advice is just as relevant to travel brands. Why tell potential travelers about an experience when you can show them?
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.
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
Digital video is one of the most effective ways to captivate an audience. As ad products evolve to make digital video more interactive and audiences more targetable, travel brands need to rethink their content mix to stay relevant. To learn more, download the ebook
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.
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.