2. A Picture Tells a Thousand Stories Robert Blackburn Photographer

3. 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

4. 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

5. 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

6. 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

7. Getting your photograph Two options –Hire a professional –Use amateur photography Decision based on budget, availability, equipment

8. Professional Photography Pros –Experience –Equipment –Creative vision –Technical competency –Knows how to advertise effectively Cons –Expensive –Requires organisation & planning

9. 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

10. 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

11. Production Plan your photographic shoot Time of day is important Time of year makes a difference Consider the weather

12. 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

13. 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

14. 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