VISIT DENVER MICRO-VIDEO PROJECT eTOURISM SUMMIT October 18, 2017 - PowerPoint PPT Presentation

VISIT DENVER MICRO-VIDEO PROJECT eTOURISM SUMMIT October 18, 2017

FINISHED PRODUCT • Casual Dining • Chef-driven Dining • Cocktails • Craft Beer • Family Friendly • Art Museums • Coffee & Breakfast • History & Heritage • Wine & Spirits • Baseball • Craft Retail • More on the way…

Today’s Session  Project Background  Strategy  Process  Promotion  Legacy

Project Background  Why videos this way?  Where we came from 19 neighborhood videos Travelogue video Avg. length 2:30 Length 4:47 Sizzle reel Art reel Length 3:27 Length 3:00

Video Strategy  Inspiration  Internal process  Video sourcing

Process  Team analysis  Casting  Shooting  Editing

Process  Casting

Promotion

FINISHED PRODUCT • Casual Dining • Chef-driven Dining • Cocktails  3-second views: 774,941 • Craft Beer  • 10-second video views: 355,736 Family Friendly  • 50% view thru: 193, 021 Art Museums  • Coffee & Breakfast Avg. percentage of video watched: 20.11% •  History & Heritage Reach: 587,165 •  Wine & Spirits Impressions: 1,891,225 • Baseball  Overall CPV: $0.02 • Craft Retail • More on the way…

Legacy & Learnings Legacy  Video inventory for months – or years – to come  Greatly expanded b-roll library  Template for future videos  New meeting sales tactics Learnings • Original production is worth the time and investment • Casting non-professional talent is hard but worth it • Not just Facebook – Instagram is strong second platform • We can’t do it all in one season – leave some for next year!

THANK YOU!