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October 8, 2013

Content repackaging and Melbourne’s ‘Remote Control Tourists’

Tourism Victoria’s Remote Control Tourist campaign for Melbourne is making headlines today. It’s a neat execution that sees two charismatic visitors decked out with cameras and microphones and put at the mercy of the internet.

You can issue instructions through social media or through the campaign’s site, which does a good job of integrating live streams, activity feeds and interactive maps. (Update: Tnooz has some finer detail on how it all works.)

I found the site’s real-time visual format inclined me towards engaging – more so than, say, the Guardian’s ‘TwiTrips‘, where the activity you suggest happens out of sight and is then reported.

But that visual immediacy trades off against narrative focus. Here things wander, drag a bit, pick up, get exciting, drag again… strangely, the ghosts at the feast are old-school things: charity telethons and rolling 24-hour news.

That isn’t necessarily a problem. The PR effects of setting up an innovative campaign are in the bag, and the uneven ten minutes or so I watched still left me with a good impression of Melbourne and its residents.

Is it useful to tourists, though? Writer Simon Varwell tweeted this during a discussion on the campaign:

@MrStuartLodge @VisitScotland @robinmckelvie @travelfish eye catching novelty, but really convey detail? Good PR, not so good visitor info.

— Simon Varwell (@simonvarwell) October 9, 2013

To an extent that depends on what Tourism Victoria does next. One of the liveliest discussions on the Content Marketing Institute’s #CMWorld Twitter chat yesterday revolved around repurposing of content. What do you do to extend the lifespan of your resource-hungry white papers, deep-dive features, and – in this case – reams of live footage?

One answer is to edit and repackage. Compare the Remote Control Tourist live streams to the trailer:

 

 

Now imagine some themed edits of the live footage with similar momentum and focus – the best food bits, culture bits, nightlife bits, and so on. Package them up with guides to the places featured, host them on the campaign site and target them at special interest blogs.

Bingo: a second wave of coverage and some extra detail for prospective visitors.

Will that be part of the Melbourne campaign’s post-coverage? It may depend upon budget; there’s a lot of footage to get through, and video editors don’t come cheap. As yesterday’s #CMWorld host Nick Kellet said, it’s worth making repurposing and reuse part of your long-term plan.

If you plan for content lifecycle you can know you will extend or refresh old idea – leave space budget and time to reuse #cmworld

— Nick Kellet (@NickKellet) October 8, 2013

 

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