Real-time data and livestreaming are crucial for enhancing your video marketing campaigns. These methods can help to personalise marketing using creative automation as well as help appeal to niche segments and reach new audiences.
Video marketing is a key tool for DMOs to show off their destination assets. Many DMOs started uploading livestreams of their destinations as a response to COVID, and highlight the weather or other natural characteristics of the destination.
The annual Wyzowl State of Video Marketing Survey shows that the majority of consumers (73%) prefer viewing short videos compared to other types of media. Nevertheless, live video content has only been utilised in promotional strategies for 36% of marketers studied. This gives brands a key differentiator if they decide to implement such strategies and better capture consumers attention.
The Egyptian Tourism Authority developed a creative campaign to showcase the sunny weather in the country to the British market. The campaign used creative automation and real-time data started by displaying the current weather in each of the six UK cities targeted and then switched to a video of the Egyptian sun. This innovative approach of using video to highlight what consumers are missing out on by not travelling resulted in a 134% increase in online searches for Egyptian holidays.
Videos can also be used to attract specific-interest groups to a destination. For example, Portimão municipality in Portugal launched a live stream at Praia da Rocha beach. This stream gives real-time coverage of the sea conditions; an important aspect for the nautical sports companies that operate from this location. By understanding the conditions, tourists can know if the waves are sufficient for their level of watersports proficiency.
Similarly, many ski resorts also use webcams for showing their current ski conditions. For example, Northern Lapland has a portal with webcams and live data about the ski lift and slopes.
Promote Shetland used livestreams to promote the restart of their events and festivals. They used webcams on NorthLink Ferries to follow the traditional Up Helly Aa torch-lit procession along the coast. This helps the DMO to reactivate interest in attending events and give another medium to consume content.
Following COVID, livestreaming has emerged as a strong trend in the Chinese market. Viewership and bookings continue to increase, demonstrating how livestreaming can help tap into the important Chinese market segment.
Videos are a key tool in a DMOs marketing mix - their importance in generating interest should not be ignored! In particular, using real-time data enhances interest in visiting destinations since advertising can capitalise on how consumers wished they were currently in the destination to experience the better climactic conditions. Such a psychological aspect to creative automation tools should be considered by more DMOs to give an extra incentive for consumers to book. Meanwhile, livestreams can also help showcase the current realities of destinations and be perceived as being more authentic, and particularly useful for attracting niche markets
Video marketing is a key tool for DMOs to show off their destination assets. Many DMOs started uploading livestreams of their destinations as a response to COVID, and highlight the weather or other natural characteristics of the destination.
The annual Wyzowl State of Video Marketing Survey shows that the majority of consumers (73%) prefer viewing short videos compared to other types of media. Nevertheless, live video content has only been utilised in promotional strategies for 36% of marketers studied. This gives brands a key differentiator if they decide to implement such strategies and better capture consumers attention.
The Egyptian Tourism Authority developed a creative campaign to showcase the sunny weather in the country to the British market. The campaign used creative automation and real-time data started by displaying the current weather in each of the six UK cities targeted and then switched to a video of the Egyptian sun. This innovative approach of using video to highlight what consumers are missing out on by not travelling resulted in a 134% increase in online searches for Egyptian holidays.
Videos can also be used to attract specific-interest groups to a destination. For example, Portimão municipality in Portugal launched a live stream at Praia da Rocha beach. This stream gives real-time coverage of the sea conditions; an important aspect for the nautical sports companies that operate from this location. By understanding the conditions, tourists can know if the waves are sufficient for their level of watersports proficiency.
Similarly, many ski resorts also use webcams for showing their current ski conditions. For example, Northern Lapland has a portal with webcams and live data about the ski lift and slopes.
Promote Shetland used livestreams to promote the restart of their events and festivals. They used webcams on NorthLink Ferries to follow the traditional Up Helly Aa torch-lit procession along the coast. This helps the DMO to reactivate interest in attending events and give another medium to consume content.
Following COVID, livestreaming has emerged as a strong trend in the Chinese market. Viewership and bookings continue to increase, demonstrating how livestreaming can help tap into the important Chinese market segment.
Videos are a key tool in a DMOs marketing mix - their importance in generating interest should not be ignored! In particular, using real-time data enhances interest in visiting destinations since advertising can capitalise on how consumers wished they were currently in the destination to experience the better climactic conditions. Such a psychological aspect to creative automation tools should be considered by more DMOs to give an extra incentive for consumers to book. Meanwhile, livestreams can also help showcase the current realities of destinations and be perceived as being more authentic, and particularly useful for attracting niche markets
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