Accurate brand communication has never been more important; particularly when considering the growing use and effectiveness of online promotion and its contribution to tourism marketing. (Especially in this increasingly competitive market)

The promotional ‘image’ of tourism operators (how they present their business/service) is the first and foremost opportunity they have to promote their business/service to potential travel and tourism customers. More often than not, potential customers will not dig any deeper into a badly presented business/service and will seek their experiences from other businesses/regions (other webpages or websites) within a few seconds – this is called a Bounce Effect. Unprofessional presentations will immediately turn potential visitors away. This applies equally to printed material – advertising and media.

We have all walked into a business that looks shabby and gives the impression the operators don’t really care about the business. In that ‘face-face’ situation there are opportunities to warm to the place/person, but if the ‘shabby’ image is being used to promote the business/service in print or the internet, then there is little opportunity to change the perception as the communication is primarily one way. There is a small window of opportunity for service providers to effectively present their business to the travelling public.

Consider next time you are reading a magazine, newspaper or on the internet. What is grabbing your attention? The image… always has and always will.

It is for this very reason that the photography of a business is so important; regardless whether it is a 5 Star hotel, ½ Star campsite, a Visitor Information Centre, or local tourist attraction – it is not necessarily about what is presented but the way it is presented – the pride the operator has in it and extending that to potential customers.

The problem stems from what is being presented to the public is often put there with the attitude… “Ah, that will do”. And that attitude is indelibly conveyed to potential clients; affecting not only the individual operator but also the group or region. Top tourism operators are just that as their image is presented the best possible way. The image of the business, which will form the initial relationship with a client (and nurture future relationships), is one small area of marketing that is easy to do properly yet so many business lose potential customers because what they are offering is not conveyed properly.

The business ‘image’ should be unique and presented with continuity across all avenues that your members use to promote their business/service; customers recognise that a business which is mindful and professional about presenting the correct image will also be mindful and professional about the benefits the business can offer the client. People buy the benefits offered by the product or service. (This is the basis of effective and efficient marketing).

There is a hurdle faced by many businesses today in that professional photographers can be expensive ($250+/hour and normally charge a 1/2 day minimum). But there is a solution!

If we, as a tourism group, use some of Aristotle’s wisdom and apply the adage “The whole is more than the sum of its parts” then significant savings can be made without any compromise to the individual results.

Interested parties wishing to take up this offer can forward their experession of interest via the contact form.

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