Does Chile need a Country Brand??

I´ve been working and travelling around Chile for nearly a year now and after visiting some of the touristic areas and getting to know first hand business experiences, institutions and organizations I have seen the great touristic potential that this country offers. It has a diversity of ecosystems from the most arid desert of the planet, beaches, humid forests, lakes regions, and rivers with spectacular waterfalls or glaciers in the Patagonia, among many others.

There is a big push from the government institutions thanks to the tourism strategy 2012-2020 and recently have developed a national Sustainability Distinction (Certification), economical measures and aid programs for implementing sustainable management systems. In the last report from the ATDI – Adventure Tourism Development Index, Chile was ranked first in 2011 as developing country with more potential in this type of tourism.


All these and many other aspects that are happening in the country makes me believe that Chile is positioning as a touristic destination at international level. In my opinion there is only a small push needed to make tourism one of the driving forces of the economy.

After carefully studying the tourism strategy, I see that is document with great potential if taken into practice but it seems that there is no common COUNTRY STRATEGY or BRAND, every territory seems to be competing with each other and not combining effort. There is no clear message from the authorities of the possibilities as a country; it’s missing the definition or how con it can be identified or differ from other destinations.

The strategy must arise from a participation process and a consultation that implies all the stakeholders, from the local population, institutions, private companies or NGOs, among others. Is necessary that the strategy comes from the Chilean society and that they feel identified so that it can work and have the expected results!

I leave you with this last comment and please feel free to leave your thoughts.

I´ve heard many different people argue that there is such a great diversity along the immense territory that it’s never been possible to create a general compelling message for the country. I believe that the Country brand should be that diversity.

Come and discover the great diversity at the end of the world.

This is just an example with which I want to begin a debate to helps us identify Chile Country strategy.

What do you think should be Chile´s Country Brand??

Read this article in Spanish

Guest Xperience in Restaurants – Fiturtech Workshop

In the workshop Guest Xperience organized by Fiturtech I had the pleasure to meet Paco Roncero, an innovative chef of Casino de Madrid. He put forward the idea of creating unique experiences in restaurants. He showed us how to present dishes in restaurants in a different way, considering all the senses and not just taste.


We were showed an example of a menu designed at his restaurant.

  • It started with “Paella” showing some images as if we were under an orange tree and next to a fire (Sight). Then a video of the process of elaboration, based on olive oil and creating every grain of rice individually. A cushion with the aroma of fire and barbecue under the plate (smell). The table heated under the plate to leave the feeling that there was a fire underneath (touch). At the end it created a unique experience, making us feel as if we were in the “albufera in Valencia” enjoying a local “paella”.
  • The second plate was a deer hamburger and he indicated that the experience doesn’t always have to be sweet and tender; it can also be brutal and shocking. It began with a video of a bloody seen based on de TV series “Dexter” to introduce us in to the hunting meat (sight). This was accompanied by the music “the beast in me” (Hear) and at the end there where images on the table (Sight), creating the experience that we had to hunt what we were about to eat.
  • The dessert was focused as a game. Be creative, loose the fear and be a child again. It started with a video of some artists that are experimenting with some different fluids and textures and how by letting these fluids drip at different heights on top of a cube they could create different geometrical forms as they moved at different speeds. The dessert used the same idea with a chocolate cube and different textures of caramels.
  • Paco explained how at the beginning it was very difficult for them to achieve this and when they were about to give up the inspiration came from the mixture of different profiles working at the same time. The innovation comes in the most unexpected time. It was actually a day that a technician was fixing an oven in the kitchen as when he saw them he said that the problem was the surface tension; something the chefs would have never guessed. They were using a cube made of cupcake and it did not let the fluids move in a smooth way, so they changed it for chocolate and where able to get the expected result.

This is a very good example of how things can be done in a different way. This is an example of a restaurant but it can be applied to other sectors. The idea that I would stand out is that quality is the most important thing but once we have a recognized product we need something unique, to make us differ from the competitors. Technology can be a good ally but there are also other ways to be innovative. The most important thing is to change the way we do things. To have a team with diverse experiences and profiles which is something very common in the tourism industry is a great potential to create innovation and should be promoted. Different point of view will help in being more creative and seeing things from another point of view.

There is an African expression which I think could be uses to show; what is the most important issue when working in a collaborative environment with different profiles and to be able to be sustainable in time.

“If you want to go quick go alone but if you want to go far go together”

Future Trends in Tourism – Fitur 2013

One more year at Fitur meeting with old friends and getting to know some new professionals. This year I’ve also been able to attend several seminars of FiturTech and FiturGreen and the general message put forward is that the type of visitor is changing. Their motivations and what they look for are normally a memorable experience and we need to adapt in order to fit into this new niche that is clearly increasing in strength.

Here is a little thought:

  • In the nineties, the question was; where do you travel? The place was important, I would say I’ve been to this location or this destination.
  • At the beginning of this century the question evolved to; what did you do? Understanding that the destination is secondary and what is important is the activity, skiing, hiking, golf, among others.
  • Finally tourist of today and more importantly visitors of tomorrow seem to add to these two questions, how did you do it? & with Whom? Putting the emphasis and the importance on the experience and how unique. Move away from the traditional trip and look for something different with local people who know the destination and are able to offer something exclusive, creating that memorable experience to the visitor.

As a responsible traveler and entrepreneur who always try to put the emphasis of promoting a sustainable tourism that puts into value the natural and cultural resources, promoting the local business and the local heritage it seems our time has come to stay. This type of tourism also helps to develop remote and deprived areas as the tourist expenditure goes directly to the local economies helping them to thrive while preserving their local heritage. It also requires lees investment in infrastructure as it uses the local systems and reduces economic speculation; meaning everybody wins.


I have met with former colleagues and have met many new consultants and travel agents that promote sustainable management practices and local development through cultural activities. There is a strong commitment to increase training for heritage interpretation and for local guides. There is also promotion of local practices, local architecture, reduction in energy consumption and use of local materials and investment in more efficient technologies.

With this post I appeal to all those friends and to all those colleagues looking to travel in a responsible way to continues to encourage this type of tourism and help us to get out of the difficult economic situation that many of us are facing.

As a final thought I´d like to think that its bee the actual crisis the turning point that has made us be aware of what really is vital. What is the most important reason why we travel? In my case and I think every day of more travelers; is to find ourselves through discovering other cultures and ways of life. The most important factor and what makes a trip memorable, leaving a trace in us; is always the people.

Let’s promote and preserve cultural and natural diversity, not only for the future generations but simply out of pure selfishness in order to be able to learn from them and be able to discover ourselves in the process.

Tourism of the Future: is the Responsible Tourism; the truly memorable tourism!

Profitability in Tourism: 1*100 = 100*1

With this post I just want to launch a personal reflection, I’m no expert on profitability or revenue management strategies, I am just a rural tourism worker who has knowledge of sustainability issues and that bases my business strategy on corporate social responsibility.Wild pig

When I think of profit first thing that comes to mind is that Spain has always been one of the countries with more visitors worldwide, along with countries like France, the U.S., UK or Italy, *among others. ( The problem is that when we look at the revenues generated by the large number of tourists we realize that we are not getting all the juice; the full potential of the large number of tourists coming to our country; and more important, that repeat year after year thanks to good customer service and quality of life that we offer.

When I visited other European countries I’ve noticed that prices of accommodation, transport, activities, restaurants and others; are usually more expensive than in Spain, while the quality offered is the same or even lower in many cases. A seemingly simple solution that would lead us to improve profitability at the national level would be to adjust prices in the quality offered.

It is clear that there is the eternal debate and it’s something the companies associated with my reservation center say; “if I raise the price I will lose customers” to which I usually respond “It’s the same to earn a euro with 100 customers than 100 euros with 1 customer”

(Having clear that the quality of service and products should be treated according to their price. We must focus to a tourist who is willing to pay more).

SkyscraperIn the past few years, Spain has entered a “price war” that in my humble opinion only makes us go plugging holes in the sinking ship. We know that Spain is international kwon and recognized for its tourism quality. From my own experience I have collaborated with specialized tour operators (adventure travel) who do not know my destination (Shire of la Vera – Extremadura) but I managed to work with them thanks to the great reputation that Spain has and is something that we must work towards.

What I want to convey is that it’s time to put the Spanish tourism industry where it deserves.

  • We have a diverse natural and cultural heritage and great potential.
  • A renowned cuisine, unique products and high quality.
  • We have a tourist infrastructure that could even consider even excessive.
  • We offer high quality accommodation and diversified.
  • Quality of life and great customer service acknowledged worldwide.
  • Tourism is one of the main drivers of the Spanish economy, directly and indirectly.
  • Our highly experienced professionals and well trained guides.
  • We offer a very good security for tourists and visitors.

It’s time to use the tourism sector as the driving force (engine) of development, creation of skilled jobs and position ourselves as a world leader in quality and sustainability.

We are seeing a clear shift in consumption patterns and there are innovative tools and new technologies that bring us anywhere in the world at minimal cost. Spain is currently in a critical situation like many other countries and it is time that we push what we do best, and let us develop the resources and culture that makes millions of tourists repeat our destination year after year.


I return to the title phrase:

“It’s the same earning 100 euros with a client that 1 euro with 100 clients”

I would go even further; as fewer tourists;Image

  • It means less pressure on the territory.
  • Less impact on natural environments.
  • Less impact on the historical and artistic heritage.
  • Less need to increase tourism infrastructure.
  • Be able to better serve visitors.
  • It allows us to focus on improving the quality and sustainability.
  • Preserve our culture and put into value.
  • Promote the development of tourism specialists.
  • Increase skilled employment.
  • Position as reference for tourists worldwide.
  • Find new market niches new tourists who want something more and are willing to pay.
  • Move to the new tourist looking for unique experiences, learn about the culture and customs of the places you visit, enjoy nature and who is willing to pay a little more for it.
  • Create a model of sustainable tourism development that lasts over time and puts into value the place, culture, nature and local wealth.

I leave this thought:

Is it possible to increase profitability through focus on quality tourism and based on attracting responsible tourists; by them we mean those who seek to know the nature, culture and cuisine of a region putting them into value its resources?

Do you think Spain can become a world leader in responsible tourism?

2011 Annual Report from my Blog! Over 3000 visits!

The stats helper monkeys prepared a 2011 annual report for this blog.

Here’s an excerpt:

A San Francisco cable car holds 60 people. This blog was viewed about 3,000 times in 2011. If it were a cable car, it would take about 50 trips to carry that many people.

Click here to see the complete report.

Transformative Learning – Inspire

This was the final presentation of the ATWS in Scotland. It followed the title Inspire, and it was a breathtaking intervention with a lot of emotion and value. Truly inspiring!

Dr. Sakena Yacoobi is Executive Director of the Afghan Institute of Learning (AIL), an Afghan women-led NGO she founded in 1995. Established to provide teacher training, education and health services to women and children, over 7 million have benefited from AIL’s programs to date. Sakena’s vision of a healthier Afghanistan evolved after watching her mother give birth to 15 children, only to have 5 children survive. Under Sakena’s leadership, AIL has established itself as a visionary organization which works at the grassroots level and empowers women and communities to bring education and health services to poor rural and urban girls and women, as well as other disenfranchised Afghans. AIL was the first organization to offer human rights and leadership training to Afghan women in the 1990s. AIL supported 80 underground home schools for 3000 girls in Afghanistan during the Taliban regime. AIL was first to open Women’s Learning Centers for Afghan women—a concept now copied by many organizations throughout Afghanistan. Dr. Yacoobi has received multiple recognition-of-service awards in Afghanistan.ATWS Scotland Inspire

Who she is:

Not much more can be said to this introduction. She was the first in her family to be able to go to university in the US, when she finished and wanted to go back to Afghanistan but the border was closed. When she finally was able to go back to her house, she created a learning center for women, which was illegal at the time.

She told some stories that she has to live through, this is an example:

One day while travelling as of any other day she got stopped by a line of armed men with riffles. When she saw the line of men in the middle of the road that she travelled every day, she was very afraid for her life and those on board the truck. The young men aged between 16-22 years wanted her to get out of the vehicle. The people inside requested for her to stay but she knew they were all in danger if she did not do what they said. Finally when she confronted the men they told her that they wanted education and they would stop her every day until she accepted, they knew that she had a school. She said she will try to look for a solution, even though the school was for women and that she had no means to take care of them. When she got to the school the phone rang and it was from the aid program, she explained what had happened to her that morning and they told her they would take care of them too. Finally next day when she was stooped she told them she would teach them to write and read but on the condition that they would come every day, clean and behave correctly. After 4months in the program they had learned to read and write and today they are their guides and protect her.

This is a true story and shows the feelings and how everybody wants to learn and be educated. They wanted to improve their life and change, education as a means of transformation and growth.

Another story was that of a young girl who wanted to go to school to read. She was told by her parents that the only way to go to school was if she woke up at 4 o’clock and did her labor before leaving every morning. For the first 4 months she did not speak a word but from the work she was doing by knitting she could pay his brother to do her work at home and take care of her 3 children. By the age of 22 she had become the leader of the local center with 300 women under her training, and people come and ask her for advice. She has become an important figure in her village and people come to her for advice. She is in the local council and is spreading the word to other areas.

This is an example of how empowerment of women thorough education can lead to development.

Finally she told us that her main aim is to make the world and the afghan women aware that they are individuals and that they can do anything they set to do. She is doing a great work in developing a women liberal right movement in Afghanistan and creating leader in that country. Empowering women in a very complicated country.

Best to listen to her:

Do you think it´s an inspiring story?

After hearing this incredible story that I feel charged up with positive energy and feel to continue with our mission of achieving sustainable development in the region of la Vera through the promotion of responsible tourism.

Cooperate: John Sterling – Conservation Alliance

In this seminar of the Adventure Travel World Summit held in Scotland we had the opportunity to listen to John Sterling of The Conservation Alliance. (

John has spent the past 17 years in the conservation field, and has been involved with The Conservation Alliance since 1996. The Conservation Alliance is a group of 170 outdoor industry companies that work together to protect threatened wild places throughout North America.

Outdoor Business is giving back to the outdoors: Business shares, produce of a year.

We will look at two events with 30 year difference.

In 1989, The Conservation Alliance was co-founded, by Patagonia, REI, The North Face and Kelty, to encourage other companies in the outdoor industry to give money to environmental organizations and to become more involved in environmental work

The 4 major companies came together to protect their habitats, the wild places.

In the US NGO are very important in looking for funds and making companies contribution to environmental or conservation issues.

In 2009, Obama signed 2 million acres of US as a conservative measure.

mongooses and snakeThis came about after the project designed by the conservation alliance in collaboration with many private companies and local people. Individuals and companies have collaborated in this initiative, looking for areas worth protecting and the conservation alliance has been looking for the funding and putting pressure on the administration resulting in the signed by president Obama, showing the strength in numbers.

Traditional & online Marketing: Blending the Best of Both Worlds

We had the pleasure to have Al Merschen Managing Partner from Myraid marketing.

For more information about the speaker click here.

Presentation for:

  • Tour operators and destination managers.
  • Target market (B-B or B-C) define
  • Create a business plan a marketing strategy (Physiographic, demographic, surroundings, who is my audience, among others.)
Best of both worldsThere is a problem with the way we address this sector, the terminology has to change:
  • Adventure Travel is not the same in the US as it is in the EU, and most tourists and customers don’t even know what it is.
  • Ecotourism’s definition is ambiguous, it needs to be profitable and competitive if you want to have a stable business.
  • Environmentally friendly has to reduce price in order for todays customer to choose it over a cheaper offer. Sustainability is seen as a competitive advantage if there is no price difference.
  • Sustainability has to be a competitive advantage when all the requirement of quality and cost has been addressed. Customer will choose sustainability when there is no difference in cost or quality.

Online Marketing:

Theory that the web is dead: The number of people surfing the web is decreasing, but the number of people using and interacting in social media is growing.

Travel search:
  • Google increase by 6%
  • Yahoo is losing a bit
  • Bing is connecting with yahoo and is increasing 69% in travel searches
Online Usage trends:
  • 10% hotel application use smart phone.
  • 16% trip advisor positive comments
  • 13% of social media site search.

From a Deloitte study carried on May 2010.

Google maps is going to include prices of hotels (direct competition for bookings and reservations). Average number of visits before buying at travel sites is 22. When travel is over $1,000 customers don’t even look. Airport fare stops them from going to that destination.


  • We began with a funny story: A young person approached him at the airport and asked him that there was no internet available and wanted to be assured that giving his details to a person through the phone was safe. Should I give my details over the phone, he preferred to do it through PayPal or via web thought it was safer. This shows the change in the new generations.
  • Europe market grew 125%. During May 2010 is a 9.8 Thousand Million business.
  • 54% accessing travel services from smartphones.
  • Mobile technology is here to stay and is increasing.
  • Customer engagement, how do we do the conversions from social to real customers?
  • Apple i-travel connect hotel services, room reservation, temperature of your room, food and beverages of your taste, i-phone card as a room key and remote control.
  • Virtual technology is creating a big impact.
  • Google launch goggles pictures to search the web, take pictures from the telephone and google will tell me where I am.

Social networks:

  • 50% of the population under 30 years old
  • YouTube is the 2nd largest in the world.
  • 75% of housewife’s use social media.
  • 46% growth rate year over year.
  • 1/5 online users publish or have their own blog.

Older America:

  • Women between 45-55 years old most users and increasing
  • Decreasing the number of teenagers.
  • Facebook 500 million users (average is 137 friends)
  • Almost an hour a day
  • Fans page
    • Product spending, fans 28%more likely to spend and 68% more likely to recommend.
    • Tripadvisor and Facebook are linking
      • More exact information; ask the opinions of your friends.
      • Will have the possibility of only seeing your contact opinions.
      • Facebook Places
        • Where are you in the world. I.e. John is in Scotland.
        • Ability to pin point and target customer when they are close.
        • Brands incorporate check ins on fan page


  • Twitter: 100 Million users with 50 million tweets each day
  • Linked in: growing to 65 million users
  • Foursquare: 1 million. Geared form mobile, link to twitter and facebook, get discounts, tips, brands can offer deals, growing quick.
  • Youtweetface: Combien the three.
  • Flow town: platform that business use to connect with their customers everywhere in the social media. Connect all the social media, online data Know your customers.
  • Online video: Hulu, 2.600 TV shows (simpsons, 30 rock, lost glee)
    • Try to advertise in the national geographic channel in Hulu.
    • YuMe
      • Video network, preview viedeo, adverts. Combine video viewing by informing customers data. Ability to target to customers, have their taste.
      • YouTube: viral video, Evian Roller Babaies, 100 Million views, started online and then went as a TV commercial on the US.



The Reality

Online spending is growing. Companies spend around 12.6% of total advertising in 2009. ON campaigns as CTR Click Through Rate, good ROI? 0.1% one in thousand click on the add.

Travel industry is even worse 0.08% CTR from a flash add. CTR works by size and shape.

Best of both worlds

Case Studies:

Example was the Best Job in the World.

  • Done by Queensland Tourism (Australia) great barrier Reef.
  • 100 million listed to
  • Received 34.000 applications.
  • Increase in touris 0%
  • The majority didn’t know what destination was been promoted (mainly Australia)

Advertising Balance:

The credibility Continuum (What do tourist think of information from):

credibility continuum

Advertising spending: Direct mail 98% read it, direct marketing advertising increasing.

Publications & Broadcasts

How to get the best out of your Ipad. Amazon even has 11 printed books on this issue, very strange for an application that substitutes the paper. (Best out of your Iphone).

Amazon has guide books which people still buy:

  • 624 books on Germany
  • 862 books on Scotland.

Power of Magazines

Increase in 11 % in the 12 years of Google. We surf the internet (43 seconds in our website and we are happy). We swim the magazine (43 minutes average time reading a magazine)

Broadcast TV Benefits:

  • Average US citizen 35 hours of TV watching a week
  • Kids 25 hours per week.
  • Adults 48 hours per week.

Broadcast can be truly memorable and is when it’s most effective. The problem is the cost associated but it’s still the way to get an impact on more potential customers.

I.e. Ocean Spray adverts have created a set of commercials which have been very effective in the US making consumer link cranberry juice with Ocean Spray.

This is just one but there are many others.

Outdoor advertising

Can be very effective if done correctly, need to know your client and where to place them to have the most impact.

I.e. Goodwill created a campaign based only on billboards which gave them a return of 9$ per 1$ spent.


“It can be difficult to measure the success of any campaign asking for donations, especially cars because it is not a ‘see today donate tomorrow’ scenario. However, ‘billboards’ was consistently the number one response to ‘How did you hear about Goodwill titled goods?’. Along with that, if we take the amount we spend on billboards (almost exclusively how we advertise) we see that for every $1 we spend on billboards, we get back roughly $9 in revenue.  This has increased as we have kept a billboard program in place over several years.”

Without forgetting the 3D Billboards displays. Use transports as billboards, among others.

I. Miller campaign:
Virginia Tourism Corporation

I.e. Virginia tourism used a billboard campaign in the nearby state Washington DC to attract national tourism.

Another important note is that we had a 142% increase in unique visitors over April 2008. Virginia Beach saw a 45% increase in web visits from DC in April (over March).


We cannot forget the power of the radio and how the Iphones, Ipods have online radio, podcast, people record their programs and listen to them on their free time, when going to work or during lunch. Internet and local station are allways a good mean to get to potential customers.

Domino’s Pizza is to launch its first national radio campaign for seven years, to promote its Texas BBQ line. The sales increased by 9%!

Integrated Media

The key is not to put all the eggs in the same basket. We have to combine efforts and use the different channels and tools available. It’s a matter of combining efforts. The best campaigns always use a variety of means.

I.e. CNN Heroes was a US program that made people vote online but the winners were nominated on a TV show.

I.e. Donuts / Pepsi Max created a web contest for the top 6 videos, 3 from each brand. They were put on air during the super Bowl. If you wanted to know who won or if your advert was a winner you had to view them live.

I.e. Many online magazines have turned to printing issues.

Failure leads to Insights

This is one of the ideas that the US population is keener on. The trial and error, we have to experience in order to learn. We do not have to be afraid of failure as we can learn some very valuable lessons from it.

Try other means.

Marketing famous phrase:

I know half of my advertising works; the only thing is that I don’t know which half.”

Microsoft Tags: Online and traditional banners have to combine efforts. The idea is to merge social and traditional marketing.

  • What about the smaller players? (SME´s)

First we need to define precisely who your audience is and use specific publications as ITN (International Travel News), one full page 13,000 $.

Go directly to consumer or distribution channel, CRM Program, talk to them, and get to know what they are looking for. Work with local tourist boards, tell them our needs, look for help and aid programs, promote, and talk to writers, publishers, among others.

  • Editorial and Advertising Person

Non ethical, no payment. How, when, media is it worth the risk?

One page publication in Travel and Leisure for example: Editorial is 3 times more effective, valuable and reliable than advertising.

Tourist board can be very helpful. Free-lances is difficult and you don’t know when is going to come out as the need 50% of editorial but also 50% form the advertising before they can publish the article. Bloggers be careful and is not a very reliable source according to customers.

  1. “Best reason for Advertising is next year”
  2. Very important to always use the same image so the public know who we are.
  3. Target the audience, create a clear strategy and follow it.


Visual Story Telling – Producing & Publishing Quality Video on a Dime.

Speakers at this session in the Adventure Travel World Conference include;

  • Chris Noble – General Manager,
  • Davin Hutchins – Founder and CEO, NOMADSLAND.

Find out more information about the speakers here.

Quality Video on a Dime:

  • Use video as a differentiator / inspire.
  • Story telling is key.
  • Use tweets, Facebook, press releases. (combine efforts)

HD Video is now under 1.000 Dollars. Editing distributing has become affordable.

Signature Videos:

  • 4 or 5 minutes
  • Multiple versions (for T.V., for Youtube, spot, event, etc.)
  • Story telling is key, emotional video, tell an experience, and make people feel part of.

Problem with current videos:

  • Week stories, week interviews, week characters.
  • Need to plan, look for the most suitable story, promote and boost the best features.
  • Amateurish video (no budget) bad quality can be understood if it’s done by our clients, with a certain camera.
  • Be authentic, genuine feeling; try to express an adventure a unique experience.
  • Video tell a story, emotion, interview staff, and look for a unique story.
  • Try to capture the attention in the beginning, tell a story and the impact on the ending!
  • Hotel – Pictures might be better, stationary.
  • PPP (People, Planet, Profit) – reduce carbon footprint, unique person, trip experience.
  • Soft selling, no not be commercially aggressive. Just mention is a great place and is brought to you by us!
Dragonfly Expeditions & Nomads Land, example of video, storytelling:

World Nomads also showed a video of a development project in Costa Rica, but it’s still not available as its part of a series of documentaries: I leave a link to their website where there are many example videos:

Planning: (type of travel stories)

  • Story of the new or good
  • Story of the people
  • Story took place in an ecosystem, environment, surrounding
  • Story of trekking, activity
  • Story of the founder, traveller’s information, staff.

What camera to buy:

  • Sony, hard drive, extra batteries, computer backup. (1.000 $).
  • Canon Camera with HD (1.000 $).
  • Revel T+I HD videos 19×20 full HD.
  • Different outlets, products – same video can be edited to be used in different events, platforms. The important is to record in high quality in order to be able to modify, use different segments, versions, for website, YouTube, sell your product or promote the destination, among others. (B-B, B-C, Episodes, etc.)

Camera characteristics:

  • Flipcams- take it with you in helmet (small for adventure stories, where a conventional camera is difficult, quality is not that good but viewer understand so it’s no problem, can even be given to tourist for capturing special moments.
  • Audio: use external audio (directional, etc. pump audio, license music)
  • Flash memory or hard drives (local Audio Band)
  • Lighting (very important, (information available at the ATTA´s Hub).
  • Battery life (charge and buy extra for whole day shooting).

Use strong characters:

  • Use interviews (anchor interviews 30 minutes). Unite questions between the ones interviewed so that you can move from one to another character. Use personal, historical, mechanical, transitional, philosophical or whatever ideas that are the strong and differentiating characteristic of the company, destination.

Script writing:

Transcribe everything; write what to do, create a paper cut, what you are going to do! One page is about two minutes of filming! Record short scenes never more than 10 seconds (the less time and more diverse the better).


  • Never more than 20 seconds (except interview)
  • Ideal is 4 to 5 seconds!
  • Tools
    • Windows – Adobe premiere, Sony vegas, movie maker.
    • Mac: Final cut studio, final cut express, Imovie.
    • Always good to have B-role: this is material of scenery, beautiful features, sunsets, landscapes, visitors, film for the editing for crafting the story, set the mood. (always well categorized will aid with professional teams, will reduce costs if you can give this material)
    • ½ of the budget is for editing, 1 day shoot takes two days editing!

Video Hosting:

  • Think of Ipad, Iphone, Mac! Make them available for all platforms.conference theater
  • YouTube; Free / HD / Mobile compatibility /
    • Mediocre analytics, views, referring rate, sharing engagement

Managing Expectations:

  • YouTube; do not expect to get all your visits from this channel alone, use leads, from blog, promotion in order to get significant impact and views.
  • Do something to ignite the video!
  • Singular vs Collective voice (me, me, me / us, us, us) conservancy spirit, us believe more people do it in our community destination. Promote more videos.
  • These are just tools, it requires good marketing (conventional) connect tell people. Mix of traditional and social marketing is vital.
  • Promote interactions, What do you think?, ask for comments, send video, share.
  • New conscious / broad audience.


  • Google displays, ads, ad-words, Facebook adds.
  • Email, Facebook, YouTube, connet the different means of communication, marketing.
  • Happy if a visitor is in the website for 5 minutes.
  • Facebook 1 ½ minutes.
  • Think of users with small screen i.e. IPhone.
  • We have the first 10 seconds to draw them and keep them! Reach media.

In conclusion, we identify that the realization of commercial and advertising travel videos can be done at a relatively low cost and with a professional finish when we plan properly.

CRASH COURSE: Social Media – Digging Deeper… beyond Awareness Building

At this session at the Adventure Travel World Summit in Scotland 2010; we had the opportunity to meet Scot Adams president of Birchbark ( and Kathy Dragon founder and CEO of Travel Dragon ( For more information on the speakers, click on the link. (

Scot Adam president of Birchbark Media, a marketing and PR agency, has been helping to market and develop outdoor tourism businesses for over a decade. His passion for outdoor experiences and entrepreneurial determination has allowed him to excel his field. He is the main speaker in the presentation and takes us through the whole process.

The course begins by presenting the idea of the fast growing potential of social media. Some of the key figures include;

  • Facebook figures:
    • 2004 – 1 Million users.
    • 2009 – 350 Million users.
    • 2010 – 500 Million users.
    • Twitter: Over 50 Million twits a day.
    • Youtube: has more than 24 hours of video uploaded per minute.
    • Google: shows 20% daily new keywords.

What hasn’t change is the need to have a strategic reason for doing social media.

  • Still need to sell a value, what it is, what you give and how do you differentiate from the competition.
  • Need to be transparent, authentic, human (Relationship, be yourself)
  • Give and don’t sell!
  • Listen and ask and do not tell.

Kathy Dragon puts out what’s growing interest on social media at the moment.

  • Trip advisor – trip friend: Initiative with Facebook worth to have a look. It combines the recommendation of trip advisor with Facebook friends so that the opinions from trip advisor can be selected from your Facebook friends. Now the opinions in which you rely can be only from people who you know and therefore reducing the possible bad publicity from competitors or opinions from people unknown.
  • Google Images: is growing quickly and with new features, important to carefully tag and name all our pictures so that it can be indexed by the search engine.
  • Facebook “Like” new feed optimization, algorithm
    • Feeds
    • Places
    • Groupon
    • Presentation on the Hub –
      • Edde Rank Algorith
      • When posting, wait for interactions, wait until people connect, different people interacting is better,
      • Post diverse, fotos, links, questions, do not post constantly!
      • Facebook Places
        • Is going to take over Foursquare and Gowala
        • Google image: improving search overhaul, put URL always (traffic to your website)
        • RSS feed.
        • Social media is beginning to be used as a guide, especially twitter is very linked with events and can be a very informative tool for up to date information.

Scott continues with his presentation with; why do you need Social media?

  • Maintaining relationships with clients.
  • Forming new relations.
  • Brand Building.
  • Promotion.
  • Managing disasters.

Promotions have become measurable. Use promos as dig or Facebook can use wildfire for promotion, 2 people travel trip, group deal. Use Facebook and video promotion are some of the ideas proposed during the session.


  • Collect data.
  • Engage fans (gifts).
  • Facebook adds, free, try it (69$ led to 400,000 interactions).
  • Creative offer, look in the hub post link.


The main tools include Facebook, twitter, YouTube, Flickr but we have to look where our customer are. Do a Google search blog, twitter, Facebook and look a t the left panel in Google that has a lot of features. (Keywords)

Look for influencers or anyone who is sharing your content. Add this website add icons for like, tweet and share to our website. Use shorter link (short URL). YouTube, also there is Vimeo for higher quality or flick tv.

How many followers are re-tweeting, we need to look for quality not quantity. Engagement – How often people engaging. Business page on Facebook. Youtube statistics on when are people leaving. Twitter analytics tools very interesting.


How to measure


Just ask where you arrive in the web-page to the customer, good feedback to trace the most effective mean for each company.

Free tools include; Social metrics addict.


Group Exercise.

We are a Backpacker Company that is present in Facebook and twitter.


  1. How to inform social media
  2. Find people that like it
  3. Establish the influencers

Design a strategy for new or existing products, how to attract people.

  • Get the buzz
  • Who are the influencers (Adprosumers)
  • Make content (select the right people. Market analysis
  • What is different about us!
  • Viral Video- post video of what we offer different to the competition.
  • Flip video and the camera!
  • Look for ADPROSUMERS
  • Look for LEADERS

Assignment: We are putting a new product on the market (tent) and we want to use social media marketing.

  • Contest on youtube, video.
  • Who is your consumer, how do they use social media, target wright people through the wright means.
  • Use other platforms, coordinate,
  • Story telling: When my backpacker saved my live – come and shoot our video.
  • Instead of video write a story which will be later put as a video.
  • Outside magazine credibility.
  • Take it to a concert, event (I.e. take the tent to try it) where you can record different experiences.

Include information about destination or product in videos:

  • Re-tweet, re-feed it.
  • Identify.
  • Gives prices.
  • Advocacy.
  • Encourage people (From each group).
  • Post on their blog.
  • Include information of sector in the blog.
  • Always respond in company language.
  • Mistakes or errors, do not debate, be transparent honest.
  • RSS feeds.



As a conclusion we need to remember that these are tools are not a strategy, so we need to define it before we embark on social media.