Official Video Partner: Connections Adventure in the Azores Ultimately, this authentic content (videos, photos or articles)
paired with a targeted distribution strategy will attract the right tourists that will spend more money and stay longer in the destination, while also appreciating, respecting and sharing their rich travel experiences and supporting long-term sustainable tourism growth.
What makes for a great story in destination marketing? The secret is destinations and travel brands already have great stories—culture, people, food and the environment. Authentic storytelling will elevate your destination or brand, connect with your target audience, and help protect the assets that make your destination unique. Stunning visuals and traditional advertisements are no
longer enough. Travel brands and content producers must think creatively and strategically about how to develop the best content that actually connects with their intended audiences–– and that is through storytelling. So how do you tell a great story? We recommend including
four key elements for any great story: character, place, conflict and purpose. These elements will help you craft a compelling story your audience cares about and will remember. Your storytelling should be about the people, cultures, and the experiences that differentiate your destination and help make it uniquely its own, and those four elements will help bring that story to life.
Can you share a recent example of successful content marketing for sustainable tourism? We recently worked with the country of Georgia to promote its unique adventure and culinary experiences. Our storytelling campaign produced five new videos focused on authentic experiences that could take place anywhere in the destination, therefore dispersing travelers and reducing the risk of overtourism. The campaign also targeted the high-value, low-impact
adventure traveler through strategic distribution with targeted media, influencer and social media marketing. Ultimately, the campaign resulted in seven million video views,
six major media placements reaching those targeted travellers, and a repositioning of Georgia as a destination rich in culture and adventure travel opportunities while also protecting the very assets that make up its identity.
Do you have any advice for destination marketers for their future content marketing strategies and campaigns? Who you work with to develop your content marketing strategy and get the word out about your destination is so important. Work with brands, agencies, influencers, writers, or other partners that are invested in your destination’s long- term sustainability and know how to help you identify and strategically share your stories with your target audience. We challenge you to look beyond just increasing visitors and
think strategically about sustainable growth by setting goals that align with the long-term vision for your destination.
Connections Adventure Video Partner: GLP Films. For more information contact Rob Holmes, founder & chief strategist;
rob@glpfilms.com;
glpfilms.com
GLP Films is an award-winning content marketing agency dedicated to
authentic storytelling and sustainable tourism marketing for the travel industry. Three-time winner of the “#1 Adventure Travel Film” (2016-2019). Winner of the Magellan Award for “Best Marketing Video” (2018). Global Clients include: National Geographic, Visit California, Georgia Tourism, Indonesia Tourism,
Thailand Tourism, Visit Maine, Inkaterra Hotels, UNWTO, PATA, LEGOLAND, Beverly Wilshire Hotel, Connections, and more.
Pictures: GLP Films
weareconnections.com December 2019 3
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