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Four Ways To Convey a Destination’s Personality in 60 Seconds


In an earlier post, we covered Visit Holland’s #ThisIsHolland video series, where the tourism board has found success in showcasing the personality of cities around the country in as little as 30 seconds.

Here are four examples of short-form videos capturing the essence of destinations in a minute or less.

1. WhyGo? (Travel Channel)

The concept: Pair arcane, intriguing or amusing facts about select locations (whether appearing in an upcoming show or not) with a sponsor’s brand messaging. Why Go? combines fast pacing, stylized graphics, produced and/or stock footage, and witty voiceover.  

2. A Minute Away (LA Times)

The concept: A brief look into exotic locations around the world, shot by LA Times travel editor Christopher Ryan. No talking heads or narrative here, just a brief escape into far off places, from landmarks like Machu Pichu and the Alamo to lesser known attractions in middle America.

3. My Town Nashville (Travel Channel)

The concept: From long-form to “snackable.”

Charged with cutting down a  four-minute version of My Town: Nashville, Jim Zarchin’s, Senior Vice President for Custom Programming at Scripps Networks Interactive addressed  a difficult question: how to hit just  a quarter of the original length, while still delivering on the original creative promise of showing a very special side of Nashville?

Whereas he four-minute version has more room to breathe, and thus more texture,” Zarchin acknowledges. he shorter version required concision and discipline of his  editors.

Judge for yourself: the four-minute and one-minute versions are below to compare.  (In particular, compare the two different versions of the scene in the guitar shop.)

4. #ThisIsHolland (Visit Holland)

The concept: Giving creative freedom to a local video crew and a cap of 30 seconds.

Visit Holland has been testing the waters with a short-form video campaign entitled #ThisIsHolland. In the production process, the team followed a formula of creating videos no longer than 30 seconds a piece in order to maintain viewer attention. To showcase the country’s authenticity, they put the creative powers into the hands of their video team and told them to go out and act like locals.

“We didn’t shoot the videos to tell people, ‘Go to the Van Gogh museum,’” says Tessa Dirks, social media manager for Visit Holland. “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.’” Read the full story here.

Moving Images explores the new era of travel video, from new platforms and technology to best practices from forward-thinking brands and content creators. View the full dashboard.

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