Sometimes, less is more. Capturing a destination’s personality is dependent on thinking like a local.
This content is created collaboratively by Skift and Travel Channel.
Over the past year, Visit Holland has been experimenting with a series of short-form videos in its This Is Holland campaign, taking viewers on emotive 30-second journeys to give them an authentic look at the country.
The goal of the 15-part series was to create a memorable, engaging video experience that captured the attention of viewers and remains relevant long after each video published.
To maintain viewer attention, Visit Holland followed a “30-second rule”, according to Tessa Dirks, the DMO’s social media manager.
“We kept the videos under thirty seconds because we wanted the full attention of viewers to watch it all the way through,” says Dirks. “Even if it’s an amazing video, if it takes two and a half minutes to watch it, nobody will.”
Visit Holland hired out a production company for the campaign and kept the brief simple.
“We told the production company to go out and act like locals. Look at your city like you’re living in it, instead of a tourist.”
The videos seek to showcase real experiences and evoke an emotive response in viewers by using beautiful music and creating lush atmospheres. The landmarks and attractions of the country came as an afterthought.
“We didn’t shoot the videos to tell people ‘Go to the Van Gogh museum,’” says Dirks. “Rather, the videos are about, ‘come to Amsterdam, experience how it is just to walk through it and fall in love with the city.’ That’s what works with these short videos. You want them to watch it to the end and then think ‘That’s where I want to go. This is how I want to feel on a holiday.’”
When it comes to measuring the success of the campaign, only time will tell.
While the primary goal of the campaign is not driving direct travel conversions, Dirks hopes to uncover the conversion success when the campaign wraps up next year.
“We’ll track where site visitors go after watching a video — did they go to a booking box or book a holiday? Google Analytics will be our greatest friend.”