To create quality content for international markets that portrays Fort Lauderdale in an authentic voice, addresses the key drivers of targeted markets and uses their own languages—all while keeping costs low and broadening the video content distribution channels for the CVB.
To tackle this quality content challenge in a cost-effective way, the Greater Fort Lauderdale CVB turned to Brand USA and their In-Language Content packages. Each package consists of a 2-3 minute video, a 500-word in-language travel article, 20 color-corrected photos and metadata.
Starting with the video, the CVB was asked to complete a “Discovery Document” detailing their own branding and identifying key locations they’d like covered in each package they purchased. The content team reviewed the locations and developed an initial content outline, then reviewed the goals and finalized the details with the CVB. At that point, the CVB reviewed a team of native hosts (on-camera personalities and writers from the target country but who now live in the U.S.), selected their preferred host, and the plan was put into motion.
The scripts were written in the native language to ensure an authentic voice for each video, and the hosts were asked to review the selected locations from the CVB to ensure the relevance of those locations to their native audience.
For Fort Lauderdale, seven different content packages were initially created for Brazilians, Germans and English-speaking Canadians. On-camera stand-ups and b-roll footage of the hosts interacting at each location in the area were used to tell the destination's story in an authentic way, while still including the participation and approval of the CVB. While shooting, the hosts were asked to take notes and create a first-person article about the experiences.
The final content was posted to the appropriate language version of Visit the USA’s family of global websites and social media. It was also shared with Fort Lauderdale and VISIT FLORIDA to post to their owned media channels.
The video below was created for Canadian audiences with an interest in beaches.
The results were an international success. The Canadian English beaches video won a Telly Award and an HSMAI Adrian Award. Beyond the accolades, the content was seen by thousands of visitors on VisitTheUSA.com, and the videos were viewed more than 10,000 times in less than a year.
And the CVB was so pleased with the results, they requested three more videos—this time for the United Kingdom. Cheers…and mind the gap!