[by Fritz] Last year I was fortunate to land several shoots for Parks Canada and the Canadian Tourism Commission. My edge was delivering a new look they’re bringing into their marketing campaigns. Scenic pictures of mountains and wildlife used to be the currency, but those images are a dime a dozen (I know because I shoot a lot of scenery and wildlife). They’ve found that pretty photographs of nature only go so far in luring people to visit parks.
Instead, the marketing experts say that the key to attracting visitors to these special places is to show people experiencing it through their own eyes. The main thrust of these campaigns is to evoke feelings and experiences. For example, instead of showing a vast landscape with a distant red canoe, you might show the visitor’s point-of-view from inside the canoe. This means getting in close, playing with angles and trying some fun photography techniques.
As the population becomes more urban, national parks and historic sites are having a tough time attracting visitors. Most people grow up in the city, and an image of a big empty landscape feels inaccessible and perhaps even scary to them. If they see an image that captures a compelling moment, with people having fun and experiencing a place rather than just looking at it, they’re more inclined to want to visit.
Hopefully this new strategy succeeds in building visitor interest, because our parks can always use more friends.