Wotif.com’s campaign featured emotionally charged video posted to their Facebook page, which amassed thousands of interactions and more than 1 million views. Besides bringing viewers to tears and sending a message of family unity, this video successfully explored the family vacation from the kid’s perspective. For the first time, an industry leader has adopted kid-produced video as a medium to explore family travel options.
The video shows three families, and three kids preparing for their family vacation. Some are going to stay in hotels, some taking flights, and some going outdoors, but all parents are expressing the same apprehensions around packing, costs, planning activities. The kids are each given video cameras before the families set off for their separate holidays. When they return, the kids show the parents the videos they have made and for the first time, those parents began to understand the little things that kids enjoy and look forward to on family holidays.
Travel Specialist at Wotif.com, Kirsty La Bruniy says, “Kids see the world through simpler eyes and remind us that often it’s the little things that count towards the most memorable holiday moments.” (source: New Research Highlights Holiday Anxiety For Parents)
Almost all of the large travel websites have already agreed on the importance of using video content to showcase locations and experience packages. But now, they are also realising the importance of kid-produced video.
Bound Round was one of the first to move on by kids, for kids video content. Since 2012, Bound Round has produced over 700 videos (many available on familytravel.com.au)showcasing destinations and activities from a kid’s perspective. By building information pages, photo and video content for our partner businesses in popular destination cities across Australia and abroad, Bound Round has been able to reach the real family decision maker, the kid.
It is exciting to see the industry giants building on the efforts we have been making to offer families a better travel experience, as it is clear that we are and have been on the right track. This news does not only come as valuable insight to Bound Round, but more so as an pivotal opportunity for forward thinking businesses to lead by utilising by kids, for kids video.