Penang’s destination video isn’t bad, but it isn’t great either. 6 ways to use video properly to build your destination brand

Google the words ‘Visit Penang’ and you get the following results:

'Visit Penang' search results

‘Visit Penang’ search results

The next step would be to click on the visitpenang website link that takes the visitor to a site that has no video on the homepage even though a video on a homepage is reported to increase conversion rates by more than 20%.

Indeed, the way consumers are absorbing information via video is well documented. According to YouTube reports, mobile video consumption rises 100% every year. Of course that will peak at some stage but it isn’t even slowing at the moment. In fact, more video content is uploaded in 30 days than all three major US TV networks combined created in the last 30 years.

And when it comes to travel and destination related videos, YouTube is the most used site with 79% of users looking at personal travel options. YouTube says that 66% of all travellers watch online films when they are thinking of taking a trip.

Someone sent me a link to a new tourism video for Penang and asked my opinion. The video, launched earlier this year lists a number of quotes stretching back to one from Yahoo in 2011. I presume the video is supposed to lure more visitors to the island but I couldn’t make out who it is targetted at.

I get the impression that it’s one of those ads designed to communicate with everyone that ends up communicating with no one. Yes it features everything that is well known about Penang but it didn’t bring us anything not already on the web. Penang is known for its Char Kway Teow and the dish is featured in the video but who is going to travel to Penang for a plate of noodles and besides, is it new?

Moreover, there are more popular, well established Vloggers on YouTube such as Roseanntangrs who have over a million followers including a Vlog about Penang food that has over 160,000 views (and plenty of negative comments that need to be addressed by the author). This would have been a smart channel to use to promote Penang food.

Here’s the Penang video. I feel like it’s about 20 years out of date, it’s like a TV commercial pushed out across digital.

It’s a real shame because Penang is a must visit destination for anyone coming to South East Asia. I felt this video didn’t do justice to the destination.

Inevitably after watching this I had to search YouTube to see if it was the worst tourism ad ever. I was surprised to find plenty of material including this one from Singapore that really is the worst destination ad I’ve ever seen or heard.

I don’t know what Singapore Tourism was doing when it commissioned this ad but it very thoughtfully pulled it off the visit Singapore site.

Thankfully or not, depending on your point of view, YouTube hasn’t been so considerate. Stick with it to the end because the punchline will have you heading for cringetowm.

Penang’s video isn’t as bad as Singapores but it will be as inneffective. Indeed after seven months it has only had 9,500 views. But what should Penang tourism’s approach be when developing destination videos?

Here are 6 top tips Fusionbrand recommends Penang take into account next time they want to use video as part of their brand strategy:

1) You can’t be all things to all people. And you can’t include everything about a destination in one video so don’t try. Hook the viewer with the first video and YouTube will do the rest of the work for you because they will link similar videos to the one the viewer first watched.

2) Think about the audience for your film. What will they want to get from a film about your destination and how can you make the content relevant to their needs? Because if it doesn’t resonate with a few seconds, they’ll move on.

3) Think about how travellers use the IoT. Basically it begins with explore and discover before moving onto consider and connect. That’s followed by evaluate and engage and finally adopt, buyin, embrace and share/endorse/advocate. You must be clear about what part of the buyer process your videos are aiming at and the content must reflect that. Don’t try and cover everything in one video.

4) Be real and human. The days of the corporate controlled ‘big idea’ and message pushed out across media are over. Consumers don’t believe it and besides, it’s been done to death. Instead show events that happen during filming, things that go wrong and the people involved in the filming.

5) Instead of spending your money on expensive production of one video, make it real and make it often. Publish and share film on an ongoing basis.

6) Creating the video is only the start. You then need to share it, comment, respond, write about it and so on. An editorial plan should be developed around all videos.

Videos the future, for now anyway. But destinations like Penang need to stand out, not add to the noise. Otherwise branding investments are wasted and tax payers funds are too important to waste.

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