2020 was an unprecedented year for nearly every industry and worker. Yet, there were few industries that were hit harder than the tourism industry. Because of the nature of the pandemic, the US alone saw an astronomical $147,245 million loss of revenue normally brought on by tourism. As we enter Summer though, there is a definite light at the end of the tunnel as businesses open back up and communities begin to rebuild. Because of these rapid changes, there has never been a more important time for cities to carefully market themselves and choose the best communication channels. By increasing marketing efforts at this pivotal time and utilizing video, cities can hope to see positive changes for years to come.
Boost Tourism
There has never been a stronger need for a push in tourism. Regardless of the city, there is incredible value in creating a marketing plan that has steps centered around increasing visitors. Boosting tourism is ultimately beneficial to all who live in the city- however, small business owners and others who have been hit particularly hard by the pandemic can reap an even greater reward. With some still skeptical about traveling this summer, visually showing people that they can safely travel to your city will ease minds and encourage people to visit. While all elements of marketing plans are valuable, video marketing is highly effective when it comes to tourism marketing.
Some examples of how video marketing can be used to boost tourism are:
- A video highlighting the most popular restaurants and bars in the city
- ‘Wish You Were Here’ style video with popular outdoor activities shown
- Combat stereotypes about the city and show the perks of visiting
- Show different road trips and routes that can be taken from city to city
Improved Community Image
In a study conducted by Resonance Consultancy in conjunction with Ipsos, the contributing factors that influence an individual’s decision to move to a specific city were evaluated. Factors such as safety, climate/weather, and cost all played a huge role in whether or not people found the city to be a viable option for both living and working. With this in mind, presenting your city as highly as you can will have a major impact on overall perception. When a community can visually see the efforts being made to improve their city, trust is increased and overall satisfaction is much higher. Having a strong social media presence is also a great way to improve community image and showcase various small businesses that are in the community.
Best Communication Channels
The human attention spans are growing shorter each day. A visually prominent image and video is hands down the most effective approach when it comes to marketing a city.
Creating a marketing plan that implements video and visual media has power. Sharing walking guides of the city, showing off public transportation, and advertising various business districts are all ways to stimulate the city.
Beyond that, video can be used to discuss holidays in the city and show off the latest events happening. Does your city offer an outdoor concert series? Stream it! Is there a new hot restaurant looking to increase patrons? Interview the owners! The possibilities are endless. At the end of the day, your city is essentially a brand. The voice, colors and visuals of your brand have high influence over both existing and potential visitors. Utilizing the correct channel can generate needed website traffic and increase viewership.
How to Formulate a Video Project
Formulating a successful video project can vastly impact your city’s marketing plan, while simultaneously posing unique challenges. Like any marketing campaign, careful consideration and creating a strong end product is the true indicator of a successful post. In the case of video, this requires additional steps and a well-thought out pre-production plan.
Outstanding videos don’t come together overnight.
Rather, a high level of planning ahead and organization is needed. Video can wield incredible results and communicate complicated messages. However, videos also require extensive planning around the specific people, places, permits, etc. that are needed to successfully complete the project. The end result is certainly worth the time and effort put into it, but a reasonable timeline and clear expectations have strong power.
Next Steps
We know that this has been a difficult year for nearly all cities that rely on tourism in any capacity. At Goodsides, we are ready to help! With years of video expertise and an understanding of the marketing techniques that go into creating excellent media, we are here for all of your city's media needs. For more information and examples of how stunning videos can transform your marketing plan, visit www.government.media for more information.
