The Quest
In Newfoundland and Labrador, two of the things that travelers like to experience are icebergs and whales. Getting a photo of both together . . . well that could be a lifelong photographer’s quest and a Destination Marketing Organization’s dream.
This past weekend, my daughter Natalie got this photo of a Humpback Whale and Iceberg at Battle Harbour, NL.
Value of User Generated Content
With thousands of visitors pointing cameras at your destination, there is a much greater chance of getting the photography and video that sells the benefits of your region by looking at content created by your visitors.
This past weekend (on her spare time), Natalie and her boyfriend, Shaun McLeod headed off to Battle Harbour to see if there were any whales to be photographed. To our shared delight and amazement, Natalie and Shaun captured some of the best footage of whales I’ve ever seen including the video below!
NatalieLucier.com/WhaleVideo
As Natalie excitedly shared recently on Twitter and Facebook, the Youtube Video was featured on the National CBC News in Canada:
Next, Newfoundland and Labrador Tourism emailed to request that she blog about her experience and requested permission to feature the video on NewfoundlandandLabrador.com. Not surprisingly, the DMO is interested in getting full Rights to the whale video so they can cut and edit it and use it for advertising.
What’s it Worth?
Destination marketing organizations coming across video or photography that could be used to promote and market their region need to give serious consideration to the value of such content.
A few things that should come into the equation:
- How compelling is the experience in the video – does it convey the idea that I could be there too?
- How rare is the video or photo – are there others like it?
- Does it capture emotion?
- If you sent a photographer or videographer out to get the footage, could they reproduce it easily?
- How much would it cost to send a professional out to get the footage?
- Do you have exclusive rights to the raw footage so that you can use it in a variety of formats and integrate it with existing media?
- Does editing and branding the video with your brand benefit your organization more than just using the free embedded youtube version of the video
- How much does your organization currently pay for professionally produced media?
- How much did the content producer invest in equipment, time, travel, planning to get the content?
- What is the content worth to your DMO members? Will it result in new visits to your region?
So – What do you think the video is worth?
Links:
Folks who have attended Tourism Keys workshops or community Internet Marketing training might remember my daughter Natalie who has been working at Gros Morne National Park for the past year working on Web Marketing and new media projects.
Natalie shares her personal video and photography on NatalieLucier.com, a travel blog site and her Facebook Page.
btw, Natalie took the job in NFLD in part because of the opportunity to be close to whales! I’d say, she got pretty close.
{ 13 comments… read them below or add one }
What a gorgeous photo! Just stunning!
It’s funny to read this post when Travel Rants is just talking about how all travel content should be free:
http://www.travel-rants.com/2009/07/29/travel-content-free-online/
What’s it worth? Tough call. (In some ways – it’s priceless!)
I am of two minds for sure. So much is free out there in online travel. I hope I caught the key differentiators for what is worth paying for in the considerations section. Thanks for the comment Andy.
Absolutely – I still think there is value to be added (and income to be had) but folk need to work hard to really demonstrate that value.
Stunning material indeed!
Uhm I’m not much of a valuation guy.
I’m also more a still photography than video guy.
If it is on youtube, I would say you can almost embed it everywhere.
On the other hand I pay hefty fees to get my own DMO alive and kicking (or not kicking). Let them pay between US $ 2,000 to 3,000 for the footage…
Cheers
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“the DMO is interested in getting full Rights to the whale video so they can cut and edit it and use it for advertising.”
The minute they moved beyond “featuring” it as local amateur video (with full credit byline and a link back to the person who shot it) and started talking about getting full rights so they can play with it themselves….that’s the minute that they should pay for it as they would any videographer.
That is not necessarily easy footage to get, so it has particular value. Even if the person who shot it is simply excited to have it featured on TV, and doesn’t expect to be paid if they sign away rights, or they don’t even know that rights exist, that doesn’t make non-payment the correct or ethical answer.
This is a tricky area and we are all breaking new ground.
I had an immediate reaction to the above situation, yet when I upload a photo to the city-run Flickr group pool for my Texas hometown of Round Rock, I know from the fine print that it might be used in promotional material and I won’t be paid. I’m OK with that, but then again no one is asking me to sign away full rights to it….I don’t think….geez, now I have to go look at their fine print again.
It’s hard to be on the bleeding edge, isn’t it?
I think this proves that if you think outside of the box anyone can gain media attention and/or generate revenue online. Look at the type of ads that have gone viral on You tube. Look at the interest that the Queensland tourism board gathered with their ‘Best Job in the World’ campaign.
I hope that if she does sell the video rights that she commands a good rate for it. That type of footage is priceless to DMO’s. Stand out from the crowd and people will take notice.
Thanks for thinking about this Guido. I know that operators would appreciate if their DMO could deliver stunning content that got travelers interested in visiting.
Thoughtful insights. Yes, that is an interesting conundrum uploading to the shared photo site. Of course our guests share photos with us all the time, some which end up on Web sites without compensation… but where the value is truly unique and/or the rights change as you suggest to full use vs embed, it makes one scratch their head a bit. Thank you.
Stand out…. with unique content. That seems to be the most common response. When I thought about the Queensland gig I told Natalie about it and she got shut out of applying at the last moment. When I see her photos and video I think she already has the Best Job in the World. Thx Darren.
Great questions Todd and great video too – you’re right Natalie is blessed to see such great creatures up close.
I think DMOs should pay (reward) their residents and visitors for creating and being willing to share exceptional videos/images; but not claim exclusive rights. That way, if they chose to cut, doctor, or edit there’ll always be access to the true source.
The question touches on a subject close to my heart – what is the future role of the DMO when everyone can be an intermediary. IMHO, DMOs needs to be incentivizing, encouraging and supporting all residents, visitors and suppliers to engage in the invitation process.
DMOs were created to extend the marketing reach of small businesses and ensure the benefits of tourism touch the entire community. Now technology provides huge reach for those with the most imagination and creativity. There’s untapped resource in those DMO hills!
That’s a great question to consider… what is the future role of DMO? How can they leverage the support of local community in helping promote the region. Recent new shared blog sites are leveraging the skills of locals to help travelers discover the special unique, hidden values in the community. Finding ways to pay for such content is important. Montreal is piloting a project like this, paying bloggers to report on the gay scene. Others like My life in Leeds are just getting started sharing local values in the community. Thx for sharing. Indeed there are untapped resources in your community.
Thanks for the comments on this everyone. I am learning more and more everyday. We have not decided whether we want to sell the full rights of the video yet… we are looking at all the options. We are amazed at all the attention and interest that this little video has brought us. It has open the doors to opportunities and also has opened our eyes to the possibilities. Thanks again for your thoughts and opinions on this.
Congratulation Natalie – yes it does make me wanna go there
Working as the director of an Austrian DMO I would be more than happy finding content like this from our residents or visitors.
( it would be rather a deer or a chamois not a whale
I would also struggle to find an answer how to “value” ugc financially. DMO´s have decreasing? budgets, but where/when do you start paying for ugc? who decides? are there other form of valuation such brilliant content? talking about “place branding” how can lateral cooperations (different stakeholder within a destination) scross-benefit partners….
The role of DMOs will change – they will have to provide valuble content AND also have to manage feeds and flows related to a destination.
Seems that our job gets even more inspiring
I also agree that the role
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