(05/15/17)

Presentation by Kaitlin Godbey, Travel Nevada; @nvkait, kgodbey@travelnevada.com

Summary notes by Gabe Griffin, Louisiana and Billy Pope, Alabama

It is important to understand imagery and how it affects the viewer’s perception. Readers view the image first before diving into the copy of an article. If the image does its job, it will give the viewer a short story to complement the article.
Articles with images get 94 percent more views than articles without images.

There are four characteristics of an image that we need to have to capture viewers’ trust, attention and loyalty.

1. Authenticity
2. Sensory
3. Archetype
4. Relevancy

Authenticity

We must be authentic with the images we allow to represent us. People see more images than ever before. Our culture has become attuned to looking for fake images. They also understand how imagery is used to persuade the viewers in a negative and positive way.

Here are some ways to get this visual:

1. Partnerships from content creators. (Example: Nevada Adventures – blog for their travel website. They partner with bloggers and writers and they write for free.
2. Atlas obscura – a website that prides itself on finding the oddities while traveling. (e.g. there are more ghost towns in Nevada than there are populated towns.)
3. Instagram – use it to change people’s minds on what Nevada is. (Example: photo of a lush green vista. Nevada is more than the neon lights.)
4. Videos – We all have the tools (iPhones) to do quick videos. Start thinking about video in a different way. Remember if they see it, they might be inspired by your message. Even if you don’t have large cameras, a GoPro can help tell a story about trail-riding and exploration.
5. Go live on social media, post things as they happen, be a real person.

Sensory

It is important to have images that tap into the senses. Imagery that makes the viewer feel, smell or taste the experience you are trying to convey. Images that relate directly to the subject and put the viewer in that place by connecting them to their past experiences or their imagination are key.

Use images with certain words to convey a feeling. (Example: a photo of Times Square. You wouldn’t show it to convey serenity, you would use it for a traffic article.)

Showing photos with one liners that lend to the photo. Play off the senses in a non-sensory photo.

Archetype

To talk to the masses use images of people from all walks of life and different backgrounds engaged in activities and in locations together. It allows the viewer to see themselves in places they wouldn’t normally see themselves. Use images of people in activities and locations doing what they do like hunting, fishing or mountain biking. Whom you portray and how you portray them in your imagery is important.

How to show this Archetype?

She showed a photo – “go home with more stories than souvenirs.”
Characters they’ve created to show the different kinds of folks in Nevada.

They made videos (15-, 30-second) with these characters that embody some of the “only in Nevada” experiences. They used these characters in a series of spots: a biker, a bartender, a visiting couple.

“We focus on stories, not on the places. The places come second, because the stories are what you remember.”

Don’t forget to have captions with your video. People at work watch online videos, and if yours is ADA compliant, someone can watch on mute.

Relevancy

Know your market and who you’re talking to. Today, staying relevant is a challenge. With social media and the amount of media people consume, you must be on your game to stay relevant.

Examples:
Pokemon Go – The National Park Service has embraced it by offering Pokemon Go walking tours in the National Mall. Pokemon stops around the national park.
Pikto-chart.com – a free tool to build info graphics. This saves you time and gives you elegant layouts for events, announcements and flyers.
Memes – This is when you take a photo and add a caption over it.