DISQUS

Andy Hayes · 4 months ago

What a gorgeous photo! Just stunning!

It's funny to read this post when Travel Rants is just talking about how all travel content should be free:
http://www.travel-rants.com/2009/07/29/travel-c...

What's it worth? Tough call. (In some ways - it's priceless!)

todd · 4 months ago

I am of two minds for sure. So much is free out there in online travel. I hope I caught the key differentiators for what is worth paying for in the considerations section. Thanks for the comment Andy.

Andy Hayes · 4 months ago

Absolutely - I still think there is value to be added (and income to be had) but folk need to work hard to really demonstrate that value.

Happy Hotelier · 4 months ago

Stunning material indeed!
Uhm I'm not much of a valuation guy.
I'm also more a still photography than video guy.
If it is on youtube, I would say you can almost embed it everywhere.
On the other hand I pay hefty fees to get my own DMO alive and kicking (or not kicking). Let them pay between US $ 2,000 to 3,000 for the footage...
Cheers
hh

todd · 4 months ago

Thanks for thinking about this Guido. I know that operators would appreciate if their DMO could deliver stunning content that got travelers interested in visiting.

Sheila Scarborough · 4 months ago

"the DMO is interested in getting full Rights to the whale video so they can cut and edit it and use it for advertising."

The minute they moved beyond "featuring" it as local amateur video (with full credit byline and a link back to the person who shot it) and started talking about getting full rights so they can play with it themselves....that's the minute that they should pay for it as they would any videographer.

That is not necessarily easy footage to get, so it has particular value. Even if the person who shot it is simply excited to have it featured on TV, and doesn't expect to be paid if they sign away rights, or they don't even know that rights exist, that doesn't make non-payment the correct or ethical answer.

This is a tricky area and we are all breaking new ground.

I had an immediate reaction to the above situation, yet when I upload a photo to the city-run Flickr group pool for my Texas hometown of Round Rock, I know from the fine print that it might be used in promotional material and I won't be paid. I'm OK with that, but then again no one is asking me to sign away full rights to it....I don't think....geez, now I have to go look at their fine print again. :)

It's hard to be on the bleeding edge, isn't it?

todd · 4 months ago

Thoughtful insights. Yes, that is an interesting conundrum uploading to the shared photo site. Of course our guests share photos with us all the time, some which end up on Web sites without compensation... but where the value is truly unique and/or the rights change as you suggest to full use vs embed, it makes one scratch their head a bit. Thank you.

Darren Cronian · 4 months ago

I think this proves that if you think outside of the box anyone can gain media attention and/or generate revenue online. Look at the type of ads that have gone viral on You tube. Look at the interest that the Queensland tourism board gathered with their 'Best Job in the World' campaign.

I hope that if she does sell the video rights that she commands a good rate for it. That type of footage is priceless to DMO's. Stand out from the crowd and people will take notice.

todd · 4 months ago

Stand out.... with unique content. That seems to be the most common response. When I thought about the Queensland gig I told Natalie about it and she got shut out of applying at the last moment. When I see her photos and video I think she already has the Best Job in the World. Thx Darren.

Anna Pollock · 4 months ago

Great questions Todd and great video too - you're right Natalie is blessed to see such great creatures up close.

I think DMOs should pay (reward) their residents and visitors for creating and being willing to share exceptional videos/images; but not claim exclusive rights. That way, if they chose to cut, doctor, or edit there'll always be access to the true source.

The question touches on a subject close to my heart - what is the future role of the DMO when everyone can be an intermediary. IMHO, DMOs needs to be incentivizing, encouraging and supporting all residents, visitors and suppliers to engage in the invitation process.

DMOs were created to extend the marketing reach of small businesses and ensure the benefits of tourism touch the entire community. Now technology provides huge reach for those with the most imagination and creativity. There's untapped resource in those DMO hills!

todd · 4 months ago

That's a great question to consider... what is the future role of DMO? How can they leverage the support of local community in helping promote the region. Recent new shared blog sites are leveraging the skills of locals to help travelers discover the special unique, hidden values in the community. Finding ways to pay for such content is important. Montreal is piloting a project like this, paying bloggers to report on the gay scene. Others like My life in Leeds are just getting started sharing local values in the community. Thx for sharing. Indeed there are untapped resources in your community.

Natalie · 4 months ago

Thanks for the comments on this everyone. I am learning more and more everyday. We have not decided whether we want to sell the full rights of the video yet... we are looking at all the options. We are amazed at all the attention and interest that this little video has brought us. It has open the doors to opportunities and also has opened our eyes to the possibilities. Thanks again for your thoughts and opinions on this.

Reinhard · 4 months ago

Congratulation Natalie - yes it does make me wanna go there :-)
Working as the director of an Austrian DMO I would be more than happy finding content like this from our residents or visitors.
( it would be rather a deer or a chamois not a whale :-)
I would also struggle to find an answer how to "value" ugc financially. DMO´s have decreasing? budgets, but where/when do you start paying for ugc? who decides? are there other form of valuation such brilliant content? talking about "place branding" how can lateral cooperations (different stakeholder within a destination) scross-benefit partners....
The role of DMOs will change - they will have to provide valuble content AND also have to manage feeds and flows related to a destination.
Seems that our job gets even more inspiring :-)
I also agree that the role