Travel brands must use video to tell 'great stories' says YouTube head

Travel brands must utilise video content to "tell great stories" and turn their consumers into brand advocates, according to Sarah McDonald, Google's YouTube travel chief.

Speaking at the ABTA travel convention in Dubrovnik, McDonald, head of YouTube in Google's travel division, said video production "is not the expense you think it is anymore".

Investing in the medium, she said, drives brand engagement over longer periods of time than pure TV ads. McDonald continued: "Campaigns have a very short life time [on TV] but there is no limitation of schedule with video."

Referencing a viral by Thomson Airways that featured a child in a cockpit, wearing a pilot's uniform, she explained how the work has been steadily growing in viewership over time.

MacDonald said: "This was never part of a campaign and people just stumble upon it when it becomes relevant to them."

Video, she said, has the power to turn consumers into "brand advocates," especially when people are invited to co-create content. MacDonald then referenced GoPro, the action camera company, which invites consumers to submit their own video content to the brand's YouTube channel. The sports films by the amateur movie makers are all shot on GoPros.

She said: "They now have 1.2 million subscribers. They have gone from being a camera manufacturer to being a very powerful sports media channel."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer