Israel scores an industry first - drawing on cartoons to promote their OTT course
Israel Tourist Board (ITB) took a colourful approach to promoting their OTT course – becoming the first destination to spread the word among travel professionals by using a cartoon.
The tourist board had been brainstorming different ideas to attract agents and encourage more course passes before deciding on using video animation. ITB’s cartoon features a travel agent named Jane who is trying to solve the problem of selling Israel to her customers. The light-hearted animation creates a narrative with speech bubbles, graphic effects and text bullet points. The video gives a brief outline of the course before ending on a screen grab of the home page - and encouraging agents to go straight there.
The animation is just 1 minute 20 seconds long and was created using free-to-use cartoon creation site Powtoon. The site allows users to create short, attention-grabbing videos which can be used for a number of different applications - from creating marketing messages to explaining educational concepts to schoolchildren.
Powtoons are designed to be published quickly and directly to social media platforms. The video was distributed via an eshot to 27,000 UK travel professionals, uploaded to YouTube and shared to a further 5,800 Facebook followers from OTT’s community via the OTT Facebook page.
OTT’s Senior Account Manager Sarah-Lynne Rand said: “Israel wanted to do something bright, colourful and eye-catching to raise awareness of their OTT course. This is the first time animation had been used for this purpose within the travel trade.”
“Using video to convey information has many advantages over words alone. Visuals are more memorable than text and they can also be more efficient in terms of time – they can convey words, images and even ideas all at once.”