We’ve seen it all before – the same stock photos exoticizing places (usually developing countries), the lazy representations of “the locals” in traditional garb, the clichéd aspirational/inspirational quotes. It’s tired, it’s boring, and even worse, some of this stuff is straight up problematic. As marketers and as influencers, we can do better and it’s time that we do.
From the images we use to promote destinations to how we write about people and places so seemingly different from where we call “home”, we have an opportunity (and a responsibility!) to represent our host communities with dignity and respect, to bridge cultures, and create the potential for empathy. Seem like a lot to take on? Well, no one said our work would be easy!
Get ready to work collaboratively with other WITS attendees in this interactive workshop! We’re about to take a deep dive into how we can level up our marketing collateral and ensure that what we’re putting out there is ethical, diverse, and simply more compelling. We’ll examine specific case studies of responsible marketing and get to know some best practices. Most importantly, we’ll arm ourselves with the tools to apply these lessons back at work and in all our marketing promotions!
Key takeaways: - Unpack the power dynamics in the images and language we use to market and sell destinations and experiences. Understand why this matters.
- Cut the lip service! Walk the walk on diversity and representation.
- Harness our power as marketers to promote ethical stories about the places we go and the people we meet along the way!
- Level up your marketing collateral and make it ethical! Take an ethical toolkit full of actionable steps to create more compelling videos, write unique and nuanced copy, and take powerful photos.
