Creating Standout Content that Connects
West Country Tourism Conference
Soundview’s Director Gareth Allen addressed a full house at The West Country Tourism Conference, which returned to Westpoint alongside The Source Trade Show. The event attracts all types of tourism and hospitality businesses. Its main aim is to share tourism updates, news, and ideas. It features a range of amazing speakers, including Gareth Allen, of course!
A two day event, each day has a different theme. On day one the discussion was tourism priorities, excellence and sustainability. Then day two focused on the use of digital marketing in tourism. Both topics provided insightful ideas and some great food for thought.
Telling a powerful story
With Gareth’s amazing career in film-making, it was only right the title of his talk was “Creating standout content that connects” which essentially boils down to how to tell a great story! Gareth encouraged the conference to think about three themes when communicating with audiences.
Authenticity
Inclusivity
Sustainability
Authenticity: When you’re telling your story, be it an image, a video or a blog post authenticity is what your audience will be looking for. So, how can you ensure you achieve this? Its important to be trustworthy and a reliable business, having values and being true to them.
Inclusivity: Inclusivity is paramount to Sound View, just as using content that represents diversity is key to tourism businesses. Gareth addressed how inclusivity is a win-win for tourism. He also explained it doesn’t have to be the main focus of your content. Instead, it’s about weaving access and inclusion throughout your narrative and imagery.
An example where inclusivity is built into video content but isn’t the focus.
Sustainability: Here at Soundview, sustainability is one of our core values. We are working towards Carbon Net Zero. As part of our journey, we take part in the Albert Carbon Neutral Sustainable Production scheme. This which means we reduce our environmental impact. All UK broadcasters such as the BBC and ITV are obliged to sign up for the scheme. One of the most important things is to ensure the narrative of your content includes Climate Emergency. So for example, the image below is taken from ITV’s Love Island. Here, the producers encouraged “slow fashion” by up-cycling clothing by working with eBay. Similarly, tourism businesses can share there sustainability stories with audiences.
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