Have a look at this video. I thought it was worthy of a mention here because it is exactly what every CVB around the world should be doing….. be different.
I have to be honest, most destinations are remarkably similar in their category (Most cities by a bay are just like any other city by a bay… have an island destination in the Caribbean?– so what, there are 20 others. Because there is a finite amount of uniqueness, it pays to be different and grab attention.
What Portland did in this video is not difficult to do, they used imagination to highlight their unique brand proposition and in doing so, I watched the whole thing end to end (twice) and have now posted it to two different websites, put a link to that on Twitter and actually emailed the link around the office. Can your video do that? Does your video of your destination scream to be shared or is it like all of the others?
If your video starts off with your CVB logo and then goes on to detail facts, figures and some pretty pictures, you may want to consider a different approach because in all honesty, that looks exactly like the video of the city a little farther up the coast. No difference, same video, just swap out the name of the city.
Here is the video, love or hate it, it is different and you will not forget it.