The Pros and Cons of Working with Production Companies/Commercial Television Programs

In my current role, I have had the pleasure of working with a number of different production crews making content for commercial television from more local travel or destination type programs to national and internationally distributed programs.

As an LGA, we have found these to be an effective way of promoting our destination to a wider or new audience along with highlighting some of our major or new/emerging visitor attractions and assisting us to build strong relationships with these local tourism operators.

I would like to share my top pros, cons and tips for working with production company’s or commercial television programs to assist those considering utilising these channels for regional promotion and destination marketing.

Above: Filming on location at the Yanchep Lavender Farm

Pros

Large Reach/New Markets. As an LGA we tend to concentrate our efforts on our largest and most reliable visitor markets. Working with commercial television has allowed as to reach a much larger intrastate market and allowed us to market to interstate and overseas visitors in an easy and effective way.
Collaboration and Regional Promotion. Even though only a few businesses may be featured in a segment the whole region or destination is promoted meaning all operators can benefit. Using the regional tourism website or visitor information centre as part of the call to action for viewers is a great way to ensure all local operators benefit from the activity.
Professional Content Development. Working with a professional production company and presenters ensures that you as the client receive some amazing professional content that can be utilised for a variety of purposes. Content can include the final edited segment, raw footage, stills and drone footage.

Above: Collaboration with local agri-tourism operators who provided amazing local produce for Chef Adrian Richardson to feature on his program Good Chef Bad Chef.

Cons

Price. This is obviously a big barrier to many. Working with production teams and commercial television can be expensive and not everyone will have the budget for this type of activity. However, there are more affordable options available and look out for opportunities for subsidised programs through your regional or state tourism authorities or consider a collaboration to share the cost.
Control. You don’t have total control over the end result/content created. This can be a difficult one, the production company maintain creative control and most will not share the finished product with you (as the client) prior to your segment going to air.
Measurable Outcome. It can be difficult to measure any direct outcome. This is why it is so important to have a defined call to action for viewers or a clear purpose for your activity. Most production companies will share viewership data and demographics with you along with social media reach and EDM data however this doesn’t translate to measurable outcomes such as bookings, enquiries and visitors. Ensure that you have access to analytics from any websites or booking systems that will form part of your call to action for viewers. This way you can measure increase in activity, enquiries and bookings.

Tips

Work out your ‘Why’. As one of the largest LGA’s in Western Australia we get offered many opportunities to work with production company’s on a wide range of programs from golf to food to travel shows. Before you take the leap, it is essential to articulate your ‘Why’. This could be a specific call to action for viewers created just for this opportunity or be one component of your wider Tourism Strategy. You need to be clear on your objectives and outcomes so that you can measure the success of your investment.
Do your research. This includes directly comparing the options out there for comparable programs or other opportunities. Consider price, reach including viewership stats and demographics, social media activity and following, online presence such as website, EDM, total airtime, assets/collateral created. Many production teams will allow you access to not only the produced segment but also the raw footage, stills, drone images etc. Viewership Demographics are important. Be sure to match your objectives/call to action with the right viewer demographic.
Don’t forget you are the client. As the client, the production team is working for you so don’t be afraid to speak up, correct the presenter where appropriate and make sure you get your key messages conveyed.