destination content: auckland breakfast launch seminar
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Auckland Breakfast Seminar July 2012
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Introductions @dstncontent
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5 Stages of Travel
Researching
Dreaming
Booking
Experience
Sharing
Source: Google Travel
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Dreaming
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Video in 2012
Views per Day
4 billion SOURCE: You Tube Press Room Statistics, May 2012, http://www.youtube.com/t/press_statistics
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Video in 2012
The average internet user spends 21hrs per month watching online video
SOURCE: “comScore Releases October 2011 U.S. Online Video Rankings,” comScore, 28 November 2011, http://www.comscore.com/Press_Events/Press_Releases/2011/11/comScore-Releases_October_2011_U.S._Online_Video_Rankings
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Video in 2012
of global internet users will watch online video in 2012
71% SOURCE: “eMarketer Webinar: Key Digital Trends for 2012,” eMarketer, 15 December 2011, http://www.emarketer.com/blog/index.php/emarketer-webinar-key-digital-trends-2012/
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Video in 2012
140 views for every person on earth on YouTube alone
SOURCE: You Tube Press Room Statistics, May 2012, http://www.youtube.com/t/press_statistics
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Why use video?
Help them choose yours!
• Simplifying choice: Video helps travellers visualise destinations and services.
70% are choosing a destination
68% are thinking about a trip
Of travellers watching video,
SOURCE: “Traveler’s Road to Decision,” Google & Ipsos OTX Media CT, July 2011, http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/
Planning
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Dreaming
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5 Stages of Travel
Researching
Dreaming
Booking
Experience
Sharing
Source: Google Travel
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Planning Are travellers watching video?
of leisure travellers are watching video while
planning
67%
SOURCE: “Traveler’s Road to Decision,” Google & Ipsos OTX Media CT, July 2011, http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/
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Are travellers watching video?
of business travellers are watching video while
planning
68%
SOURCE: “Traveler’s Road to Decision,” Google & Ipsos OTX Media CT, July 2011, http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/
Planning
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Why use video?
• SEO: Video helps you get found
– YouTube 2nd largest search engine in the world – 53x more likely to appear in a front page Google Search
• Engagement: Keeping people’s attention Think of your own online patterns…
– Increase the average time people stay on your site – 60% of people are more likely to watch a video than
read text. – Convert the booking with multimedia content – 14 minutes average time on site booking accommodation Not just one ‘promotional video’
Planning
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Not just your website
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5 Stages of Travel
Researching
Dreaming
Booking
Experience
Sharing
Source: Google Travel
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Experience & Sharing
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• Licensing
• Light weight equipment/non-obtrusive
• Telling a story
• Understanding tourism
• Ongoing relationship investing in after service
• Educate and sharing insights
• Doing Good
Why Destination Content?
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Let us help you get the best out of video
• Quick turn around on quotes
• Free consultation – use us as your experts
• Supporting video as part of a wide campaign
• Service at our core
• Marketing not just video production
• Pre-packaged/off shelf solutions
• Online broadcast
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Proud sponsors
www.etourismnz.com 19th – 20th September 2012
Auckland
www.travelindustryawards.com 8th September 2012
Auckland
@dstncontent