A case study - Armenia
Very little is known about Armenia as a travel destination.
The reason to create this video was to entice and inform tour operators about what this beautiful country has to offer.
Also to introduce the professionalism and personalities behind Caucasus Holidays, the local operator/DMC.
1. Introduce the Caucasus Holidays team and product offering
2. Clearly explain the key messages of Caucasus Holidays
3. Showcase Armenia as a destination
Strategy and approach
Use inspiring video content to introduce the company and promote the destination to a wide audience. Three videos would be created to achieve different objectives.
1. Training Video: (2 minute maximum)
To include interviews with the management team, key messages and USPs. To be sent to buyers and used at trade exhibitions and events
2. Destination video: (60 sec maximum)
Armenia highlights video: showcasing what’s amazing about the country and what would appeal to UK clients. Conveys some Caucasus Holidays key messages. To be used via website, presentations, email newsletters etc
3. Social Media video: (10 or 20 seconds maximum)
‘Wow’ teaser short of Armenia highlights. To be used via social media channels to drive traffic to Caucasus Holidays website for more information.
The execution of this project can be broken down into three stages as follows:
The Adventure Connection wrote the script and interview questions. In pre-production various locations were discussed and agreed. To keep costs down a local videographer was chosen with Lucy closely directing and managing the shoot.
The videos were well received both internally and externally. There was an increased awareness of Armenia amongst UK Tour Operators which generated new business leads for Caucasus Holidays. The following three videos were produced and also used to help persuade high profile buyers to attend a Familiarisation Trip which we organised six months after the video shoot.
Video for Social Media...
Short and sweet, easy to share and with subtitles (as much of the time, post on social media are played in silent mode or with volume turned right down). Subtitles or supers also emphasise key messages. The videos were well received both internally and externally.
20 second Highlights of Armenia
Video for Agent Training...
A longer video telling a more complete picture of the company and the destination and very much aimed at product managers and senior management work in tour operator business (i.e. decision-makers in product buying and DMC selection).