2.      State Heritage Unit – Deparment of Environment, Water and Natural Resources 2015, Exploring Heritage Tourism Opportunities in South Australia July 2015, Government of South Australia, viewed 30 March 2021, <file:///C:/Users/sophi/Downloads/exploring-heritage-tourism-opportunities-gen.pdf>

This source discusses the importance of heritage tourism and the opportunities within it. It is important for us to use the heritage our state provides us and let it enable further travel interest. By increasing investment in specific heritage listed sites, SA will be able to further tourism interest and increase the variation of locations which can be advertised nationally and internationally. This will be helpful for me as I move forward in planning my video. I think it would be beneficial for me to add a heritage listed site within my tourism promo video.

3.  South Australian Tourism Committee 2018, South Australian Regional Visitor Strategy, Government of South Australia, viewed 30 March 2021, < https://tourism.sa.gov.au/media/gymodaud/south-australian-regional-visitor-strategy.pdf >

This source discusses the SA government plans for tourism across regional SA. It discusses its main aims to work on the visitor economy, increase and improve marketing across digital platforms, new projects for increasing accommodation, creating new experiences (in wine, wildlife, culture etc.) and in infrastructure and collaborations with neighbouring regions. I found this source particularly helpful as it also listed areas in regional SA as well as what they offer, the ways tourism can be improved in each area and their potential. I will apply this as I create my video and decide where to film my content. 

I found this video very good at advertising SA and intriguing interest by showing various areas across SA but not exactly detailing where it is – it creates a level of mystery. The videos saying itself ‘Go down south with your mouth’ has both a bad and good effect. It may be perceived as bad due to the double entendre. This saying has caused some controversy with people perceiving it as sexually suggestive. However, I find this also works in a good way. It has drawn more traction to the video and the controversy has allowed it to garner more views and spread further. It has worked well as a marketing ploy and I feel it has helped in its success. I would like to incorporate certain film shots into my video similar to the ones they have added. Shots which track and follow a person walking through the scene and birds eye view shots and such. I also would like to add some speech to my video as well as an inspiring background track. I would also like to take inspiration from the idea of the logo at the end once the music reaches its peak.

2. South Australia, South Australia – A Great State in Summer, video, YouTube, 27 November 2020, viewed 1 April 2021, <https://www.youtube.com/watch?v=ehuLKSoqohU>

This video has a very simple but effective concept. It also shows a montage of travel shots but uses a ‘phone call’ audio as its plot. It starts with a woman ringing up and suggesting they travel somewhere, then without specifically saying SA, they show shots of various areas across the state. These shots have the location typed in the corner and work in time with the conversation. The pair go back in forth and end with “Alright, I’ll book.” The text on the screen reads ‘A great state to be in” and then shows the Government logo with a website link. The transitions across the video are smooth and the back-and-forth conversation makes the video very easy to watch. I find this video has a lot of positive with detailing various locations as a suggestion to the viewer of where to go, the conversation about travel makes it relatable and more real as well. I believe one negative could be it doesn’t have much background audio except the natural sound of waves etc but I do feel it is a positive in it doesn’t distract from the phone call. Overall, I would like to incorporate perhaps the ‘relaxed’ and relatable style of talking, making it seem more one on one with the viewer. Again, I like the use of the logo at the end and providing a website link.

 3.  South Australia, Great State: Summer Highlights from the Fleurieu Peninsula, video, YouTube, 6 October 2020, viewed 1 April 2021, <https://www.youtube.com/watch?v=FPBHuGFBbMA>

In this video, the style is a portrait style video. It has no music track but instead utilises the natural sounds of water and wind etc. It then uses text to annotate the video saying – This could be you this weekend on a beachside getaway in the fleurieu peninsula less than an hour from Adelaide. It again ends with the SA gov logo and website link. I love the style of this video as it seems very relatable and as if it would easily appeal to younger travellers. The horizontal filming insinuates a more social media / phone style recording and I believe this could be super helpful to apply within my promo video due to my target audience. The simplicity of the video could be seen as slightly boring however so I think it could have benefited from some background music. I think I would also like to apply the text style type in my video. 

To capture the viewers attention, I want to include the sound of a facetime call. This is a very familiar sound to the younger generation especially my specific target audience (20-30). This sound will begin the video, continuing with the screen being answered. The girl will say, “Where are you?” and the other girl will answer “SA”. It will then switch to a quick and fun montage with exciting music to keep the attention of the viewer. This will then switch back to the sound of the call saying “Wait, I want to come to.” The sound of the phone call ending – the beeps creating a pause and then the friend also being there. The two girls will meet in a scenic shot and the music will reach its peak. This intensity will keep the attention and then suddenly end with the logo and website link. 

I aim to gain the viewers interest by incorporating shots which will initiate curiosity and excitement. I will show thing such as visiting locations which would appeal to 20-30 year old’s whilst also using a soundtrack which would appeal to the age group. Assuming this age group would be more interested in fast-pace locations, bars/pubs, restaurarants and social locations I will make sure to incorporate such things.

I would like to create desire through specific desired subjects / objects of that age group. Such as an alcoholic drink, trendy spots perfect for social media posts, fast-paced locations etc. Also showing friends together and creating it to be more relatable and desirable to the viewer. I will also influence desire by appealing to emotion through a positive soundtrack, the expressions of my actors and the colour tones/design of the video. Bright editing and fast-pace should appeal to the travel desires of my target audience.

Action

With the aim of my video being to encourage 20-30 year olds to visit South Australia, I want to end the video on an encouraging and fun note. I want to start the video with the viewers being curious and unsure to feeling completely satisfied by the end. The viewer should be interested into looking futher into travelling to SA after seeing the various areas, locations and opporunties the state has to offer.

I believe they feel a lack of interest in travelling to SA. I would create the video assuming they consider travelling to SA boring and that it does not have much to offer.

I want them to feel excited about the idea of travelling to SA. I want them to feel inspired to try travelling to the state and feel surprised in the amount the state really has to offer.

I will need my actors to convey excitement and happiness. I will have them smiling and laughing with one another to show this to the viewer. I will also use Sinead's excited tone about being in SA and Kira's sudden change in expression to encourage them to also be excited about visiting South Australia.

I believe colours such as yellow (representing happiness), blue (calm/refreshing), orange (excitement) and other bright colours will exemplify the exciting and happy emotion of the video. I believe this is because their brightness and certain shades correlate with specific feelings in our mind. Thus I will use my knowledge on their effects to exemplify my videos emotional impact.

Modern fonts and stylistic fonts should best represent these emotions. This is because a more traditional font (including a more traditional serif style font) would correlate with an old and slow concept. However, if I use a bold font and moden text the viewer will consdier the video to be more relevant to them and their interests. By using popular fonts, I will be able to increase the viewers interest in the video and exemplify the happy / carefree and modern concept of the video.