Comments on: Day Nine of Ten – Using online video to market travel http://www.tnooz.com/2009/10/27/how-to/day-nine-of-ten-using-online-video-to-market-travel/ Talking Travel Tech Mon, 13 Feb 2012 10:45:13 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Tom Lenham http://www.tnooz.com/2009/10/27/how-to/day-nine-of-ten-using-online-video-to-market-travel/#comment-1267 Tom Lenham Wed, 28 Oct 2009 09:22:05 +0000 http://www.tnooz.com/?p=2544#comment-1267 Travelguru's VTs are very nicely produced, and Cathy is right about maximising ROI - ultimately the aim of video is, of course, to increase margin. Country and area overviews are great for providing inspiration, but it is short-form individual hotel VTs that drive sales - and that still means long(ish) shoots and tactically placed video that reaches a customer without the need to search for it; by delivering video at PoS in stores and on the websites of tour operators and travel agents (as well as TV of course). Vimeo, YouTube, TripAdvisor etc are very nice for creating a PR noise, but they do very little for sales. There are more and more companies out there offering video at cut price rates and their results are variable at best (I don't include Travelguru amongst these). Like most things in life, you get what you pay for, and expecting to achieve huge sales for very little capital outlay is unrealistic. Tom Lenham Director of Programmes Thomas Cook TV Travelguru’s VTs are very nicely produced, and Cathy is right about maximising ROI – ultimately the aim of video is, of course, to increase margin. Country and area overviews are great for providing inspiration, but it is short-form individual hotel VTs that drive sales – and that still means long(ish) shoots and tactically placed video that reaches a customer without the need to search for it; by delivering video at PoS in stores and on the websites of tour operators and travel agents (as well as TV of course). Vimeo, YouTube, TripAdvisor etc are very nice for creating a PR noise, but they do very little for sales.

There are more and more companies out there offering video at cut price rates and their results are variable at best (I don’t include Travelguru amongst these). Like most things in life, you get what you pay for, and expecting to achieve huge sales for very little capital outlay is unrealistic.

Tom Lenham

Director of Programmes
Thomas Cook TV

]]> By: uberVU - social comments http://www.tnooz.com/2009/10/27/how-to/day-nine-of-ten-using-online-video-to-market-travel/#comment-1256 uberVU - social comments Tue, 27 Oct 2009 22:38:46 +0000 http://www.tnooz.com/?p=2544#comment-1256 <strong>Social comments and analytics for this post...</strong> This post was mentioned on Twitter by kevinlukemay: Day Nine of Ten - Using online video to market travel | Tnooz http://retwt.me/1yUu0... Social comments and analytics for this post…

This post was mentioned on Twitter by kevinlukemay: Day Nine of Ten – Using online video to market travel | Tnooz http://retwt.me/1yUu0...

]]> By: Cathy Bartrop http://www.tnooz.com/2009/10/27/how-to/day-nine-of-ten-using-online-video-to-market-travel/#comment-1246 Cathy Bartrop Tue, 27 Oct 2009 16:15:42 +0000 http://www.tnooz.com/?p=2544#comment-1246 Thanks Kevin - 8 hours of raw footage condensed down into 4 hours of great rushes (including aerials, sailing footage and general scenics). We edited 2 programmes exclusively for travelguru.tv featuring our guru, David Wickers. The tourist board also got an 8 minute generic DVD cut plus several different hotel edits and a sailing short. And there's more to come - the rushes are now available for new streaming and/or broadcast opportunities for tour ops/agents, indeed anyone with an interest in featuring the BVI. The key, as you rightly allude to, is in maximising ROI for a professional shoot by being creative about the different applications now opening up for video. Thanks Kevin – 8 hours of raw footage condensed down into 4 hours of great rushes (including aerials, sailing footage and general scenics). We edited 2 programmes exclusively for travelguru.tv featuring our guru, David Wickers. The tourist board also got an 8 minute generic DVD cut plus several different hotel edits and a sailing short. And there’s more to come – the rushes are now available for new streaming and/or broadcast opportunities for tour ops/agents, indeed anyone with an interest in featuring the BVI.

The key, as you rightly allude to, is in maximising ROI for a professional shoot by being creative about the different applications now opening up for video.

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