As competition between vacation destinations intensifies every year, more and more
destinations are striving to stand out from the crowd. How do you separate your getaway
from the rest? By catching the eye of the consumer with captivating and polished photography
that conveys the look and feel of your destination.
Great photography can have a profound influence on travel decisions and can transport guests
virtually to your destination without their having to read through pages of descriptive copy.
Despite the importance of photography, not everyone knows where to begin when it comes to
planning a shoot. Know what to ask for and how to get the most out of your professional
photo shoot with these tips from Aristotle photographer and videographer, Jason Shivers.
Creating a Great Shot List
The key to creating a great shot list is to first determine what differentiates your
destination from your competitors and what aspects of your destination most appeal to
your primary feeder/target markets. Here are a few suggestions for developing a shot
list that will serve you well.
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Highlight unique geography - Stunning snapshots of the landmarks or popular recreation
spots you see every day will help potential visitors imagine how it would feel to be in your destination.
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Get "I want to do that!" people shots - Beautiful scenery means nothing if
potential visitors can't imagine themselves enjoying it. Photograph people relaxing
and enjoying the activities your destination has to offer–anything that will make
them say "I want to do that!" Include location information with your pictures so
that visitors can enjoy the same scenery and activities they saw on your site or in
your advertisements.
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Shoot for all seasons and niche markets - Vacationers planning a winter trip
want to visualize their getaway just as much as your summer visitors. Photography of
your destination's scenery and activities in all four seasons will make it easier for
potential visitors to picture themselves enjoying it year round. Seasonal shots also
help amp up the volume on shoulder season visits. If a particular holiday season or
special event is a big promotional opportunity for you on an annual basis, plan at
least one shoot to capture that action, and don't forget the "Meetings and Retreats"
shots that are so often overlooked but are needed for your website and advertising
targeted to niche markets.
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Portray an exciting and complete destination - Photographs of your destination
should be bright, colorful, warm and exciting (nobody wants to vacation in a place that
looks dark and grainy). Avoid photography that's too idyllic and shots that are obviously
staged or faked. To show off the full spectrum of your destination, include day and night
shots as well as indoor and outdoor photography. For example, vacationers need to know
about your thriving nightlife and the world-class hotels and dining that complement your
outdoor recreation.
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Don't limit your destination - Your photography should strive to appeal to more
than just your core audience, as the right shots can draw in visitors from the edges of
your market. Avoid pictures that focus only on retirees or spring break partiers–those
outside of your focus will feel excluded and look elsewhere. Likewise, people from all
walks of life should be included in your snapshots or you risk alienating key demographics.
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Plan Ahead - If you have the time and budget, bring the photographer out for a
preliminary scouting trip. This serves as a planning session for your shoot and is
invaluable to a photographer. A scouting trip provides the photographer with the
opportunity to explore locations, sun angles, equipment setups and other logistics.
If your budget and time are thin, look into hiring a local photographer or location
scout who can do the scouting and can send the information to your destination
photographer. This ensures that you will make the most of your photographer's time and
get the best results for your money.
A Word About Marketing
If you can, hire a photographer who has had experience with tourism and destination shoots.
He or she will understand the need to get the shots that exemplify the character of your
destination as well as the ‘money’ shots you will use in advertising and main page display.
An artsy close up with selective focus may be a photographer’s favorite angle, but what about
your banner ad buy? Do you have the wide shot you need to support a horizontal banner ad
placement or a main page graphic? An experienced tourism photographer will understand that you
are going to have multiple uses for the photographs and will shoot with that in mind.
Finally, whether you hire a local photographer or a tourism pro, take the time to share your
branding vision and marketing goals with the photographer before the shoot. You won't be the
one looking through the lens, so understanding what you are trying to accomplish in branding
your destination will help the photographer get the shots you planned and the winners you didn't see.
Over the past 15 years, Aristotle has gained valuable destination marketing insights from
usability studies, focus groups and independent research. Our professional team of photographers
travels the world producing high-quality work that brings destinations to life. Contact us for
photography that defines your destination.