In the paper, we provide the first analysis of shared drone videos of the United Kingdom that examines their value for tourism. Some of these are beautiful, like this one by TheTravellingClatt:
Our research is the first to categorise and analyse user shared drone videos of a tourism destination, and we make some suggestions for how Destination Marketing Organisations can make better use of these, for example:
Making more use of user-shared drone videos of their destinations on platforms like YouTube, and promoting these as well as producing ‘professional’ drone footage;
Providing platforms online for drone enthusiasts to share their destination footage, including on DMO websites;
Acting as ambassadors for drone video creators by providing safe flying zones and helping drone pilots to get access to protected sites.
Within an hour or so, my tweet was being re-tweeted and the photo was popping up on twitter and Facebook. When I woke up the next day, it was appearing on blogs and I was being emailed by journalists to ask for more details.
This advert provoked strong reactions for a few reasons:
Easyjet were suggesting that Margate was a second-class destination, that you wouldn’t go to unless it was all you could afford.
The advert was placed on a train that served the destination that it was insulting. This last point isn’t really an objection to Easyjet, but to Southeastern Trains. They have been supporters of Visit Kent, the DMO for the region, but they have also recently supported the regeneration of Margate through their high-profile PR link-up with Margate’s Mary Portas-supported town centre revival project.
Over the course of a few days on twitter, the extent of public anger about this advertising campaign was made clear to Easyjet. Margate’s Mayor used twitter particularly effectively to complain to the airline.
This is a fascinating example of how communities in tourism destinations can influence how they are perceived and marketed, thanks to the power of social media and the access that this gives communities to the media and tourism businesses. Admittedly, this kind of negative advertising is quite rare. In fact, it most closely resembles the kind of comparative tourism marketing that helped to kill off towns like Margate in the 1960s, when English tourists were first shown the delights of Sun, Sand and Sangria.
Local gourmet Pizza company, GB Pizza, came up with this witty response to Easyjet’s campaign, I wonder how far we agree?