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I promise that you are not going to see overused buzzwords like “lev-
eraged” or “digitized” in this article. But in order to give you the most
relevant advice in terms of producing standout videos to promote your
property, I will use the words “short” and “bite-sized,” as well as “story-
telling.” These are the qualities that today’s prospects — conditioned by
their use of Facebook, YouTube, and other digital media — have come
to expect.
And here’s another: “emotive.” Video is, above all, an emotive medium
that can bring a location or resort to life and connect with a viewer in a
more powerful and persuasive way than words or still images. It’s the
best channel to sell relaxation, adventure, and take-your-breath-away
views. Quality visuals, storytelling, and design all play a role in well-
branded videos.
Here are some considerations when putting together promotional
videos that will sell your product:
1. Tell the Tale in a Unique Way
An effective video captures the unique draw or attraction that a desti-
nation or property has to offer, be it a resort with a popular water park,
a destination renowned for its designer golf courses, or a luxury ocean-
view spa.
Take St. Augustine, Florida, for example. In addition to its beautiful
beaches and tourist attractions, it has the distinction of being the oldest
city in the U.S. The historic architecture and attractions create a truly
unique visitor experience.
Tasked to capture the essence of what St. Augustine has to offer,
our team at Mountain View Group, in partnership with MMGY, produced
a series of videos featuring the return of El Conquistador, a character
designed to embody the story of the Spanish soldiers who claimed
the area in the 1500s. In the videos, our intrepid conqueror visits St.
Augustine as a modern-day tourist, bringing the past and present alive
by drawing out the destination’s differentiating features.
2. Call out a Special Benefit or Offer
A typical way resorts separate themselves from the competition in
crowded markets is through deals and special offers. In a commercial
campaign for Barceló Hotels & Resorts produced by Mountain View
Group and MMGY, a special character was developed: Earl Lee (played
by comedian Henry Cho) encourages viewers to book “ear-ly” to receive
discount pricing on a vacation.
The TV/internet spots were filmed at a Barceló property. Mountain
View Group produced three 30-second spots, plus a 2-minute, 1-min-
ute, and a series of 15-second versions. (Radio spots were also part of
the campaign.) Barceló ran the campaign in targeted markets across the
U.S. and saw increased bookings as a result.
What it takes to reach today’s markets with promotional videos
BY SIMON UMLAUF
SHORT
AND SWEET
DIGITAL MARKETING
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