Media Asset Strategies for Adventure and Destination Marketing

Creating and leveraging high-quality media assets is critical for adventure and destination brands. By implementing diverse strategies, from empowering in-house teams to collaborating with influencers and tourism boards, you can create a rich media library that drives engagement and bookings. Here’s a guide to building a sustainable visual media plan.

Media Asset Strategy #1: Empower Your In-House Team

Setting up your internal team for success is the foundation of a strategic visual media plan tailored to your brand’s goals. Equip your team to produce consistent, high-quality visuals year-round.

1. Create Clear Directives: Develop shot lists and storyboards to guide your team. Include pre- and post-trip candids and behind-the-scenes shots to capture a comprehensive narrative.
2. Provide Training and Resources: Address skill gaps with focused training or equipment upgrades for staff interested in photography or videography.
3. Plan Asset Collection Year-Round: Schedule shoots to cover early, peak, and late seasons, ensuring content reflects the full scope of your offerings.

Why It Matters: Empowering your in-house team ensures a steady flow of authentic content that reflects your brand’s unique identity, reducing reliance on external vendors and fostering a cohesive storytelling approach.

Media Asset Strategy #2: Invest in Professional Media

High-quality professional media assets can elevate your brand’s image, build trust, and boost engagement. This strategy provides polished visuals that resonate with your audience.

1. Leverage Expertise: Professional agencies handle logistics, prioritize essential shots, and execute seamless post-production, ensuring your vision comes to life.
2. Focus on Longevity: Professional content can be reused for years, providing a long-term return on investment.
3. Elevate Your Brand: Polished visuals communicate professionalism and set you apart in a competitive market.

Why It Matters: Professional media enhances your brand’s perception, helping attract high-value customers and creating a lasting impression that reinforces trust and credibility.

Media Asset Strategy #3: Collaborate with Influencers

Partnering with influencers amplifies your brand’s message through relatable, on-trend content that connects with niche audiences.

1. Boost Authenticity: Influencers bring credibility and trust, connecting with audiences in ways traditional marketing can’t.
2. Tap Into Creative Expertise: Influencers are skilled at creating engaging, shareable content that aligns with your brand.
3. Expand Your Reach: Influencers’ niche communities provide targeted exposure, maximizing your campaign’s ROI.

Pro Tip: Don’t overlook journalists. Their long-form storytelling combined with compelling visuals can further enhance your brand’s reputation.

Why It Matters: Influencers extend your reach to untapped audiences while adding authenticity, making campaigns more impactful and relatable, ultimately boosting engagement and loyalty.

Media Asset Strategy #4: Leverage User-Generated Content (UGC)

UGC is a cost-effective way to gather authentic visuals created by your customers, fostering a sense of community and trust.

1. Enhance Relatability: Content created by real customers fosters trust and loyalty.
2. Ensure Sustainability: UGC provides a steady stream of diverse content without straining your resources.
3. Boost Engagement: Inviting customers to share experiences turns them into active brand ambassadors, amplifying your reach.

Why It Matters: UGC saves time and resources while offering authentic, relatable content that resonates with potential customers, fostering stronger connections and brand loyalty.

Media Asset Strategy #5: Collaborate with Tourism Boards and Co-Ops

Strategic partnerships with tourism boards and co-ops can expand your reach and media library while keeping costs manageable.

1. Access Shared Resources: Tourism boards often have media assets that can supplement your library.
2. Strengthen Visibility: Ensure your brand is featured on regional, state, and local tourism channels.
3. Leverage Co-Op Campaigns: Pool resources to target larger audiences at lower costs, maximizing ROI.

Why It Matters: Collaborating with tourism boards and co-ops provides cost-effective access to high-quality assets, extending your brand’s visibility and reach in regional and national markets.

Build Your Strategy for Long-Term Success

Creating a strategic media plan ensures your media assets work harder for your brand. Here’s how to start:

1. Review Your Marketing Roadmap: Align media needs with sales goals, seasonal initiatives, and upcoming campaigns. Read more about marketing roadmaps here.
2. Vet Internal and External Resources: Decide when to rely on in-house talent versus outsourcing professional shoots.
3. Start Small and Prioritize: Divide projects by season or campaign to avoid overwhelm and maintain focus.
4. Plan for Influencer Collaborations: Structure partnerships to include content creation that supports your long-term goals. Check out our guide to influencer marketing!
5. Incorporate a UGC Plan: Encourage customers to share their experiences through calls-to-action and incentives. Learn how to leverage UGC for your adventure brand here.
6. Partner Strategically: Schedule meetings with tourism boards to explore collaborative opportunities.

Why It Matters: A well-structured strategy ensures your media efforts are efficient, sustainable, and aligned with your business goals, delivering a cohesive brand narrative that resonates with diverse audiences.

By combining in-house efforts, professional expertise, influencer collaborations, UGC, and strategic partnerships, adventure and destination brands can create a dynamic and sustainable media library. Start implementing these strategies today to elevate your visual storytelling and connect with your audiences on a deeper level.