We came, we saw, we captured moments. Last week, Bradley Hein, our Associate Creative Director, led a group of models and videographers on a journey through the Cumberland Valley (Pennsylvania) to help share the community's tourism story via video - a strategy many in the destination marketing sphere are using to promote their places. Video is being used by businesses and communities A to Z to communicate a brand story, explain a value proposition, and build relationships with customers and prospects. And that's exactly what our team set out to do for the Cumberland Valley.
Some of the trip highlights included hiking the Appalachian Trail, fly fishing in Yellow Breeches Creek, watching sprint cars race by at Williams Grove Speedway, visiting the Army Heritage Education Center, and attending the famous Corvettes at Carlisle. Each day was packed with activity, and the trip overall was a huge success - not only did we learn more about the Cumberland Valley as a tourist destination, but we saw some of the area's top attractions through the eyes of a child...something magical indeed.
Cumberland Valley is a picturesque and historic place, with a lot to offer families and people looking for outdoor adventure. What a great opportunity it was to help them realize a vision - one that brings their community to life for the world to see. In real time. In motion. In action. Video is a powerful medium. Like photography, it captures moments, expressions, attitudes, and energy. But more than still photos, video portrays motion, emotion, passion, and intensity.
Video can be an integral piece of your organization's marketing strategy. Through one avenue, one medium, you can creatively and strategically present your destination's assets, and allow people the opportunity to enjoy and take part in activities and events - all via the powerful channel of video.
According to HubSpot:
- 65% of U.S. marketers plan to increase their mobile ad budgets to account for video
- 33% of all online activity is spent watching video
- In 2016, video ad spending will reach $5.4 billion
- 59% of executives would rather watch video than read text
The moral of the story? Video can be a powerful storytelling tool. It's influential, and it's real. And the Cumberland Valley is one of many DMOs leveraging this tactic to generate visibility, create buzz, and influence consumers to choose the Valley as their next travel destination. (The video captured during our shoot will be used on the Cumberland Valley's website, in digital ads, on YouTube, and other social media channels as well.)
Not sure how video fits in to your marketing efforts? Unsure if you're deploying the right mix of marketing initiatives? Let us grade your marketing at no cost to you, and we'll help you identify gaps and opportunities.