Do Your Media Assets Suck‚ And Are You Ready to Fix Them?

Transform Your Visual Strategy to Engage New Audiences, Drive Sales, and Elevate Your Brand

Say what? 20+ years in business and you still don’t have an awesome, high-resolution, in-depth library of media assets for every tour, trip, to-do, or season?! If you are an adventure company, you know this frustration. In this comprehensive guide, we get to brass tacks on why, what, and how to get a strong media assets library for your business that you can format to use on every platform and for several years.

Adventure brand owners, tour operators, and destinations face unique challenges in today’s competitive market. Whether you’re guiding travelers down wild rivers or promoting an entire region, your visuals tell the first—and arguably the most crucial—part of your story. Yet, many fall short with disorganized media, uninspiring stock photos, and a lack of strategic direction.

On December 12th of 2024, the Liquid Spark team was in Chattanooga, TN for the 2024 America Outdoors Conference & Outfitter Expo where Julie presented on this very subject and were overwhelmed by the reception of the content. As it turns out, people in the business of adventure, travel and tourism know they should be pouring care into the visual representation of what they offer their clients—but they don’t know where to start, what to prioritize, or how to make it easier on themselves…needless to say, our presentation was a hit. 😉

It’s no surprise. As the world shifts, so does the landscape for marketing, with visual impact and media preferences becoming a priority. We scoured Hubspot, Unbounce, Vbout, Venngage, and WebFX for recent data, and some key stats stood out as especially prominent.

• 39% of marketers report stock photos perform the worst of all visual content.
• 80% is the potential increase in conversions when video is included on a landing page.
• 91% of consumers want to see more online videos from brands.
• 92% of users watch videos with the sound off (hello, captions!)

This guide is tailored to help adventure industry leaders harness the power of visual media to connect with audiences, inspire bookings, and grow their businesses. We’re going to share ideas and actionable steps to make it feel easy to create, collect, and find high-quality visuals, so that:

• Your audiences convert thanks to inspiring visuals.
• It feels easier to reach new, diverse audiences with diverse and inclusive media.
• It’s easier to organize and efficiently manage your visual content.
• You have no gaps in your visual media.
• And of course, you have a media library you can leverage cross multiple platforms and partnerships.

Let’s dig in!

1. The Power of High-Quality Visuals in Adventure and Destination Marketing
2. How a Visual Audit Can Transform Destination Tourism and Outdoor Adventure Brands
3. Media Asset Strategies for Adventure and Destination Marketing
4. Alternative Content Strategies for Adventure and Destination Marketing
5. Managing and Organizing Media Assets for Adventure and Destination Brands
6. Pro Tips for Adventure Brands: Optimizing Media Assets, Collection, and Strategy

The Power of High-Quality Visuals in Adventure and Destination Marketing

High-quality visuals are essential for conveying trust, excitement, and professionalism in adventure marketing. These visuals allow customers to imagine themselves experiencing your offerings, making them critical for engagement and conversions. Authentic, dynamic visuals ensure your brand stands out in a competitive market.

How a Visual Audit Can Transform Destination Tourism and Outdoor Adventure Brands

A visual audit evaluates your media library to uncover gaps and opportunities. It ensures underrepresented demographics, experiences, or seasonal content are addressed. By gathering audience insights through surveys or polls, brands can refine their strategies and create impactful visuals that resonate.

Media Asset Strategies for Adventure and Destination Marketing

Building an impactful media library involves empowering in-house teams, hiring professionals for quality, collaborating with influencers, leveraging user-generated content (UGC), and partnering with tourism boards. These strategies provide diverse, authentic, and high-quality visuals while addressing resource gaps and enhancing brand visibility.

Alternative Content Strategies for Adventure and Destination Marketing

Alternative content strategies, such as influencer collaborations and user-generated content (UGC), offer adventure and destination brands cost-effective and authentic ways to expand their reach and connect with new audiences. Influencers bring fresh perspectives and credibility, amplifying brand authenticity through relatable storytelling, while UGC highlights real-life experiences, fostering trust, engagement, and community. By leveraging these approaches, brands can diversify their content, maintain a steady flow of engaging visuals, and strengthen their presence in untapped markets, all while reducing reliance on traditional marketing methods. These strategies provide the tools needed to create meaningful connections and inspire action among diverse audiences.

Managing and Organizing Media Assets for Adventure and Destination Brands

A Digital Asset Management (DAM) system simplifies media organization, making assets easy to locate and repurpose. Advanced features like tagging, AI recognition, and integrations streamline workflows and ensure consistent branding.

Pro Tips for Adventure Brands: Optimizing Media Assets, Collection, and Strategy

For adventure and destination brands, optimizing media assets, collection processes, and strategy is essential to creating impactful, cohesive campaigns. By streamlining asset collection, repurposing content, and aligning visuals with business goals, brands can maximize content ROI while enhancing efficiency and consistency. A strong media strategy ensures visuals resonate across platforms, maintaining brand integrity and accessibility. With thoughtful planning, diverse representation, and tools like visual audits and performance analytics, brands can build a versatile library that inspires action, engages audiences, and strengthens brand loyalty—all while saving time and resources.

Because here’s the thing…

Visual storytelling is no longer optional for adventure brands—it’s essential. In an era where decisions are often made in the blink of an eye, your media assets have the power to captivate, inspire, and convert. By following the strategies outlined in this guide—auditing your current assets, crafting a cohesive media plan, embracing alternative content strategies, and managing your visuals effectively—you position your brand to thrive.

The insights shared in this post demonstrate that high-quality, inclusive visuals aren’t just tools—they’re transformative investments. Whether it’s showcasing the adrenaline of whitewater rafting or the serene beauty of a mountain trail, compelling media assets bring your brand to life and resonate with diverse audiences.

Adventure is about connection, exploration, and storytelling. Let your visuals tell the story of the experiences you offer, drawing in new customers and deepening bonds with existing ones. Begin implementing these steps today and ensure your brand becomes the go-to choice for unforgettable adventures.