Go Israel has now released a new video marketing campaign that goes interactive which is something interesting to see in the current tourism landscape. Interactivity is something that most destinations are not taping into yet quite successfully so it is nice to see that Go Israel is now making a step into that direction. The tourist board now created a video within their website that is interactive, which means that consumers accessing their website can watch the video and create their own adventures within the video, essentially making it their own as it showcases different adventure paths consumers can choose from. This enables them to go on a virtual tour around Israel based on 3 different potential paths anybody can follow, taking consumers on a adventure and exploratory journey around Israel (Tnooz 2014).
WHAT IS SPECIAL?
Normally, a lot of tourist boards work with the likes of YouTube or vimeo to showcase videos and interactive videos have been featured on YouTube before. However, the Go Israel interactive video can be found on their actual website rather than externally. This is certainly a smart move, as it draws consumers to their website but it also means that the video is limited to the tourist board website and might not get picked up as easily as on YouTube where a video can go viral over night and be watched millions of times. For the consumer, it is a completely new experience to watch an interactive video on the tourist board website, making it a unique experience that cannot be found on many other tourist board websites. This can be a clear advantage for Go Israel.
The video is very easy to watch and at the point where consumers can choose from 3 different paths and to follow different people’s journeys and adventures, it happens in a very seamless way. John, the narrator of the video is introducing the different paths and 3 characters, Sharon a Tel Aviv resident, Ronni, a tour guide and Amit, a returning Israeli. The consumer needs to make a decision as to who to follow around Israel, as there are no gaps in the video, a seamless transaction between watching the intro and then choosing a path enables consumers to remain captured and experience the video and the content within the video in a unique way.
It is certainly interesting, intriguing and capturing when watching Go Israel’s video and in the future, this is something that other tourist boards will look at and others might take advantage of the technology behind the video and the fact that it can be integrated into the tourist board’s actual website rather than playing and hosting it externally.
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