Perhaps a blindingly obvious approach when thinking about online video to push a travel brand is to partner with someone with a reasonable amount of success already under their belt.
But it isn’t that simple…
Case in point #1:
Step forward the now (in)famous Where The Hell is Matt series, which saw the annoyingly well-travelled Matt Harding dance his way around the world a number of times, courtesy of Stride Gum.
Yes, a chewing gum brand, not a travel brand. Missed opportunity, many would say.
[The video is still actually a rather awe inspiring jaunt across the globe]
Case in point #2
But, of course, thinking that any virally successful video maker might be willing to take the marketing dollar is not the best plan of action.
Christophe Rehage put this incredible piece of time-lapse video together in early-2009 after a walking tour across Asia and became an overnight YouTube sensation.
The problem for travel marketers is that this style probably wouldn’t suit many brands and, one presumes, Rehage wouldn’t be so keen to give over the spirit of the piece for commercial purposes.