"This award put us in the media from around the world, and the sector acknowledged the great work we are doing." (Octavi Bono, General Director of Catalan Tourist Board)
We have already seen the importance of videos in promoting tourism. Still, they can also be used for other purposes, such as participating in competitions dedicated to recognizing quality in audiovisual promotion and production.
The pandemic that has hit us in recent years has highlighted the importance of brand recognition and the awards obtained. Following a more significant online presence by brands, companies, and their customers, the awards also represent extra visibility.
Winning an award elevates a destination's image, giving it a positive image in the market and positioning it as reputable and trustworthy. On the other hand, awards help to increase trust among stakeholders. Gaining recognition can help develop deeper relationships with customers, suppliers, investors, partners, and media.
The awards achieved must become part of the sales pitch, as they are an excellent attribute to differentiate the brand from the competition. On the other hand, the awards can also help boost morale, both for employees and the inhabitants of a given destination. Winning prizes is a fantastic experience!
“We are honored and delighted to have received so much recognition for this campaign. These awards are a culmination of the hard work that our team has put in over the past months to deliver a campaign that is truly inspiring. I think what these awards serve to accomplish is confirming to us that we are stepping in the right direction, and that we have succeeded in delivering an impactful strategy. Second, it helps position Abu Dhabi as a leading destination in the eyes of professionals within the global tourism industry, which can potentially attract new partners and stakeholders in the future.” (Ali AlShaiba, Executive Director Department of Culture and Tourism – Abu Dhabi)
There is a vast variety of awards in the audiovisual universe but allow me to highlight the World’s Tourism Film Awards, organized by CIFFT – International Committee of Tourism Film Festivals.
Created in 1989, CIFFT brings together the best tourism film festivals in the biggest and most prestigious award initiative for the Travel Video Marketing Industry – the CIFFT Circuit.
Throughout the year, the tourism films participate in festivals on four continents. At each stage of the circuit, the audiovisual productions are evaluated by an international jury that will define the winners.
Awards obtained throughout each stage will be converted into points that grant access to the CIFFT Ranking List, the leading global resource for benchmarking creativity and effectiveness in Tourism Audiovisual Communication, which establishes, at the end of each year, the World’s Best Tourism Films in five thematic categories: Tourism Destinations Cities, Regions, Countries, Tourism Products, and Tourism Services.
The exclusive World’s Tourism Film Awards recognize and celebrate the most innovative and creative tourism films of the year. Receiving this award is synonymous with prestige, recognition, and visibility.
If you are already betting on video as a strategic tool for promoting your brand and its attributes, you are definitely on the right track. As seen so far, the video presents, like no other format, what the audience will find in a tourism experience. And it does so in an innovative, creative, and highly appealing way.
CIFFT General Secretary