Take a look into video content for the travel industry. Covers video strategy, types of video content, and a case study on the 'Queensland on YouTube' project.

1. Light Sabers, Cats & Koality Video Content
QUEENSLAND ON YOUTUBE
Sos Mattsson
@sosarina

2. Cats & lightsabers…
together at last
http://www.youtube.com/watch?v=4Z3r9X8OahA

3. Why we’re here…
Video content by
numbers
Video approach
Types of video content
Queensland on YouTube
Video > Opportunities for
the Tourism Industry

4. Video Content > By Numbers
3 billion+ views YouTube
videos daily
4 billion hours watched monthly
100 hours of video uploaded to
YouTube each minute
Source: YouTube, Hubspot & Ooyala
75% of smartphone users watch
videos on their phones

5. Video Content > By Numbers
Online video as a resource for planning travel
Source: The Traveler’s Road to Decision, Google and Ipsos Media CT July 2012
89% of leisure
travellers watch
video online
21% of leisure
travellers use
video for travel
planning

6. Video Content > Phases of Travel Planning
(1) Dream (2) Plan & Book
(3) Experience (4) Share
Source: http://www.google.com/think/ Plan & Book image credit: http://www.getsafeonline.org

7. Video Content > By Numbers
Travellers watch online video across the travel planning
phases
Source: The Traveler’s Road to Decision, Google and Ipsos Media CT July 2012
66%
When
thinking
about taking
a trip
64%
When
choosing a
destination
62%
When
looking for
things to
see & do at
a destination
57%
When
deciding on
accom at
destination
34%
When
deciding
which
website to
book
Dream Plan Book

8. Video Approach
CreatePlan
Distribute Promote
Photo credit: http://ajaxian.com

9. Video Approach > Plan
Audience
Objectives & measurement
Platforms
Travel planning cycle
Content calendar
Integration
Social at the core
Type of content
Budget > ideas, create,
platform, promotion
CreatePlan
Distribute Promote

10. Video Approach > Create
Outside v in-house
Type of content >
Entertain, inform,
review, newsy, live
events, mobile / raw
Purpose built v adapted
One-off v episodic
Style > timelapse,
GoPro, high end
production, VO
Length
Branding elements
CreatePlan
Distribute Promote

11. Video Approach > Create > Entertain
http://youtu.be/ndnUTM57iqg

12. Video Approach > Distribution
Owned > website, blog
3rd party platforms >
YouTube, Vimeo,
Viostream, BrightCove,
OneLoad, DailyMotion...
New stuff > Instagram
video & Vine
CreatePlan
Distribute Promote

13. Video Approach > Distribution > YouTube Bits
YouTube
Channel v
Channels
Customise
SEO
CTA &
Links
Captions
Translation
Social
channel
Blocked?

14. Video Approach > Promote
Owned
Website – homepage + inspirational pages +
campaign content
Blog – video-led posts
eNewsletter
Earned
Social
YouTube subscribers
Influencers
Bought
Targeting
Mobile
CreatePlan
Distribute Promote

15. Queensland’s Video Content
QLD
Video
Content
TVCs &
Campaigns
Newsy
(Weather
Cross)
Live events
(ReefLive)
Destination
content
(Queensland
on YouTube)
Inspiring story
telling
(Matador
partnership)
Entertain
(Roo Mail)
Queensland
Moments
(Ride Haters)
Repurposed
TV content
(Queensland
Weekender)
Advocate
content (fave
+ playlist)

16. Queensland’s Video Content
Share the heavy lifting with your advocates.
Tourism Operators
ConsumersBrands
RTOs & LTOs
Influencers

17. Case Study > Queensland on YouTube
Objective > increase the number of Queensland videos
in YouTube to encourage travellers to visit Queensland
Timing > 8 months
Budget > $490k video content + $100k promotion
Operator videos
Operator YT
channel + ATDW
listing
195
videos
Destination videos
Qld YT channel
ATDW Destination
Info listings
130
videos

18. Case Study > Queensland on YouTube
Tender
process
Select
operators
& dests
Project
scoping
Video
briefings
Scripts &
approval
Schedule
& film
Create
video
content
Approve
Upload
to
YouTube
Integrate
with
ATDW
Promote Analyse
Project Outline

19. Case Study > Queensland on YouTube
Destination Videos
Increase Queensland
destination content
(plan / book phase)
Video views in
YouTube
Further distribution
of the content > link
to ATDW destination
information record
http://www.youtube.com/watch?v=0dhRlJ16zTk

20. Case Study > Queensland on YouTube
Operator Videos
Increase Queensland
tourism business
videos in YouTube
Link video to operator’s
ATDW record to
increase distribution of
rich content aligned to
consumers’
expectations
Industry education
http://youtu.be/qyMSBWDYV-g
http://youtu.be/qyMSBWDYV-g

21. Case Study > Queensland on YouTube
What worked well?
Communication with stakeholders
Tender selection
Industry education
YouTube webinar
YouTube tourism e-kit #16A & #47
Digital Ready Program (g’day to our coaches, Susan +
Mirko!)
Integration with owned assets, playlists & digital
channels
Budget for promotion of content
SEOing the content

22. Case Study > Queensland on YouTube
Key Learnings
Engage more in the social side of YouTube
Click through opportunities within the content i.e.
CTA overlays > subscribe + link to related content
Further testing with transcripts and captions
Vary video style
Film throughout the year > capture each destination
in their best season (whales, turtles, vineyards)
Whole of business approach

23. Video > Opportunities for Tourism
Consumer behaviour has
changed
YouTube is where it’s at
(it = consumers)
What will consumers find
when they search in
YouTube?
WE NEED YOU!
Educate your troops
Mix it up

24. 1 day in paradise Queensland’s Outback
Ride Hater’s GuideMaru the Cat

25. The End
Any questions?
Roo Mail Hoodie give
away. Tweet @sosarina
with your fave travel video
links! Best 3 will get a Roo
Mail hoodie Thursday!
P.S. #queenslandeeeeer
Yep… that’s
Billy Moore
right there!