It is surprising that more tourism bureaus don't leverage the power of video to illustrate their economic impact.
There are still so many possibilities for mobile videos and brands have only scratched the surface. This research shows where brands should focus their efforts as consumers increasingly turn to mobile devices for information and entertainment.
How-to videos inform and build brand awareness. If executed well, viewers will be moved to share them, which adds value by generating earned media.
Travel brands across sectors are examining their role in the industry and recreating themselves as lifestyle brands that push more artistic, creative content that engages locals and foreigners outside of the decision-making cycle.
Some serious talent at work here.
We hope that drones will help reinvigorate travel videos and films and help them break away from their tired formats.
Ace Hotel remains a true boutique brand in a time when every major corporation is trying to recreate the pull of their brand name, unique guest experience, and community integration.
Air New Zealand found marketing gold when it decided to align itself with the Hobbit series and returning to the theme was a safe but smart choice after the national carrier received unexpectedly negative feedback for putting bathing suit models in a safety video.
VisitLex is turning locals into brand ambassadors in hopes that their friends and families will see their good times and soon plan a trip to the city. Its success should serve as a role model to other mid-tier cities throughout the U.S.