Destination Marketing

TripAdvisor’s TripWow is a little over the top, but the idea of helping travelers create embeddable multimedia is a great one for the travelers.
The promise: Create a Slide Show that will make your friends go “Wow”.

The benefits for TripAdvisor – click throughs to TripAdvisor destination pages via keyword-laden hyperlinks to kickstart the travel planning process for TripWow slideshow viewers. Interestingly, the terms of use for the TripWow widget prohibit users from disassembling the widget and removing the keyword hyperlinks. The secondary benefit for TripAdvisor is some serious keyword SEO for TripAdvisor destination pages.

If growing traffic is your aim, make it easy for visitors to create and share media
If I was in the travel information archiving business (travel review sites, destination marketing organizations and travel associations), I’d forgo the development of my own platform and work with a company like Animoto to help folks create travel videos that more effectively focus on the photos of the traveler, with embedded music tracks.

A custom branded version of Animoto would create greater interest in your travel information site while adding a small revenue stream for Animoto, perhaps leading to the DMO, travel association or travel information site to pay for the higher resolution services of Animoto’s great travel promotion tool – making it free for travelers to create and share media promoting your website.

I’d also make sure that it was easy to geotag the photo sets and create a similar mapping graphic as shown in TripAdvisor’s TripWow tool part of the show. TripAdvisor’s map owes it’s inspiration to the likes of Indiana Jones, and the maps work well but frankly speaking, most of the other graphic elements of the video take attention away from the trip photos.

I am a fan of the social media tools that pop out from the right side of the videos. They make it easy to share the media by Twitter, Facebook and making the media easy to embed. The Video branding and destination keyword links are sure to drive serious page views for TripAdvisor.

TripWow’s bow is perhaps the inspiration you need to get into providing media production tools like this with a partner who has demonstrated expertise in creating Wow video that focuses on user generated photos and video. Page views are sure to follow.

{ 1 comment }