A Picture Tells a Thousand Stories

Robert Blackburn

Photographer

Rob Blackburn

• Freelance photographer• 25 years experience• Tourism destinations:

– Mildura Murray Outback– The Grampians– Melbourne– Yarra Valley, Dandenong and the Ranges– Phillip Island– Great Ocean Road– Legends, Wine and High Country– Goulburn Murray Waters

The Photographic Concept

• Good photographs are required for effective advertising of your product/service

• Essential to attract consumer attention• Effective format for letting visitors know what to

expect from your property• Required for use with press and online

Differentiating with Photography

• The media is so congested• Consumers visual space is so crowded• Important to differentiate your product, stand out

from the crowd• Photography helps create an emotional bond with

consumers, before they get to experience your destination for themselves

• It is vital to be memorable

Getting it Wrong

• Bad photography is a waste of your advertising budget

• As one of the first touch points for visitors it is crucial to get it right

Getting your photograph

• Two options – Hire a professional– Use amateur photography

• Decision based on budget, availability, equipment

Professional Photography• Pros

– Experience– Equipment– Creative vision– Technical competency– Knows how to advertise effectively

• Cons– Expensive– Requires organisation & planning

Amateur Photography• Pros

– Inexpensive– Can be quicker– May have a good ‘feel’ for your property

• Cons– Less experience– Inferior equipment– May not be good enough to create the market

presence you need

The Brief• Writing a good brief helps clarify what you

want, and helps direct the photographer• Identify the key differentiating attribute of your

product/property• Write a desired shot list• Imagine yourself as a potential customer• Create something that is credible and can be

delivered on

Production

Plan your photographic shoot

• Time of day is important

• Time of year makes a difference

• Consider the weather

Production of Interiors

• Consider simple elements that may improve your shot

• Flash off - use a tripod• Dusk light can work• Light a fire• Simpler is better• Less is more

Talent• Amateur talent versus professional talent• Identify your target market• Use talent that are the age, or slightly

younger of your target market• Dress neutrally• Avoid elements that will date the image• Talent should appear small in the frame

Technical Specifications• Take a high resolution image• You can use high res online, but can’t use low

res images for print• For print/press - at least 10 MB• For web - not over 150k• Run your best shot as splash page• Archive your images with back up copies• Name your images