Creating the interactive report on InDesign wasn't as difficult as we expected. Although it was rather fiddly and complicated when it came to adding buttons we got there in the end.
Firstly we began by looking at the STA Travel brochures as this is the layout we wanted to replicate. We then set up our pages, we didnt want facing pages as we were going to be viewing it in web. At first we got this wrong but with a little help from Paz we managed to sort it out. We tried our best to replicate the conventions of the STA Travel brochures, using the same colour pallets and fonts, slightly changing the layout of the pictures inside. We weren't happy with our origional layout, as we felt it lacked excitement and incentive to travel, this forced us to make changes.We have added large background pictures and changed the opactity to make the pages look inspirational and exciting.
This is the system we used giving ourselves roles and objectives and dates to keep us in check this is to keep our time management in control and so that we know what and when things need to be done and completed. We believe by creating this table it enabled us to manage our time effectively and complete the project in enough time to be able to play around and get the best we could out of our idea.
We have used an app called 'framestastic' to create a collage of layout designs we have been inspired by in the STA travel books. We are going to set our InDesign report in a similar layout using the same conventions keeping the report looking creative yet structured as we feel this reflects the STA travel brand.
We know a band that are willing to let us use there music for our viral video the genre is trance. We believe this music best fits our video as it is inspirational and gives you a sense of relaxation and enjoyment. We think adding music to the video connects the consumer with the photographs and inspires you to go travelling as it portrayed as fun easy and care free.
We have decided to add an image of the travel app to the viral video so the viewer has an insight into what the app looks like, the image we have chosen is the instagram section where the customer can see there friends around the world looking at there photographs and chatting to them. We think this is the most important part of the app as its about sharing memories with each other linking directly to the STA travel video we have created.
This is a screenshot of the link at the end of the video with the call to action showing our 'ITS'. This is shown on other STA travel videos and is a great way to get your message across to the viewers while not giving too much away. A hash tag is used '#STATravelApp' to link to what we want the consumer to do next. We could also measure the viral video by google analytics through the hash tag seeing how many viewers have searched and watched the video.
We have chosen to use iMovie to create our STA viral video as we think this will give us the best results when the video has been exported to YouTube and shared. The pictures used are of one persons travels sharing personal memories and inspiring others to travel. At the end of the video there is a link with the the call to action showing the viewers the travel app, suggesting they should 'do it' which means travel 'share it' share there memories with others 'instagram it' which is linking to the STA travel app they could download.
The call to action is the most important part of the viral, as it informs the consumer what we want them to do next.
We like the way that the call to actions on the STA Travel videos change from 'I Want To...Move, Travel'. In the same way we want to express what we want our consumers to do next. At the end of our video we would like it to say ' Do It, Share It, Instagram It', as these are the things that we want our consumer to do after watchig our viral. We want to take inspiration from the final image by being able to write a couple of lines about our app, as it will inform the consumer a bit more about it, and hopefully convince them to download it. We would of course also incorporate the STA Travel branding. We are also going to place a hashtag at the end of the the video as our app is linked with Instagram, which allows you to search hashtags. This will be a really good way of promoting our video. We will also promote the video through the STA Facebook and Twitter pages.
We then had a look at the videos that STA Travel had already done, to get an idea of their common conventions, so that ours could possibly be a continuation. Although we are hoping ours can be a continuation we still want it to be innovative, and to make it different in some way than the other videos.
This is a video called 'Move' which was added by STA Travel. The purpose of this video is to inspire the audience to want to travel, via the use of inspirational and asthetically pleasing images. We absolutely love how clever this video is, as it is a collection of stills cut really fast and put to music to make it look like they are moving. This would be really good for what we want to achieve as all of the pictures are inspirational, and also the fact that they are a collation of pictures ties in with our app which is linked to the photo sharing app Instagram. If we were to carry out something similar to this we would have to make sure that it is the same person that features in all of the pictures, as this makes the video feel more personal, and like it belongs to someone. This is exactly what we want, as our research has shown that there is a current personalisation trend going on in social media and apps.
This is another video added by STA Travel called 'Visit Britain', which is a collection of stills that show a couples journey around Britain. Again the purpose of this video is to inspire and make people want to travel, however we feel that with this video there is an element of 'share it' and 'do it' which is what we really want to encorporate into our viral video. We think this is done by the use of the same people in all of the photos, and also more of a shaky 'home video' feel to the video. This home video effect gives the effect that this is not professionally done, and therefore may encourage the target audience, and any other consumers to create their own video and share it.
I found a video on YouTube of a man that dances in different countries all over the world, and thought this was quite a comical take on travel. This is a different way that we could inspire people, especially our target audience as we feel comedy is something that would appeal to them, in the same way something like the Harlem Shake has done previously, and make them want to create their own video and share it.
The Haka is a traditional ancestral war cry, dance or challenge from the Māori people of New Zealand. It is a posture dance performed by a group, with vigorous movements and stamping of the feet with rhythmically shouted accompaniment.The New Zealand rugby team's practice of performing a haka before their matches has made the dance more widely known around the world. https://en.wikipedia.org/wiki/Haka
Hula dancing is a complex art form, and there are many hand motions used to represent the words in a song or chant. For example, hand movements can signify aspects of nature, such as the swaying of a tree in the breeze or a wave in the ocean, or a feeling or emotion, such as fondness or yearning. Foot and hip movements often pull from a basic library of steps including the kaholo, ka'o, kawelu, hela, 'uwehe, and 'ami. http://en.wikipedia.org/wiki/Hula
Plate smashing, a traditionalGreek folk custom involving the smashing of plates or glasses during celebratory occasions. In popular culture, the practice is most typical of foreigners' stereotypical image of Greece, and while it occurs more rarely today, it continues to be seen on certain occasions, such as weddings, although plaster plates are more likely to be used. http://en.wikipedia.org/wiki/Plate_smashing
We have decided to look at traditions from around the world to see if this could feature in our video at all. We are specifically interested in party traditions as we feel that this would appeal more to our target customer of students.
Flamenco Dancing
Probably the most famous Spanish tradition - but so often misunderstood.
Firstly, flamenco is not a dance. It sometimes has dancing in it. What flamenco actually is is a musical style, with far more emphasis on the guitar, vocals and rhythm than the dancing. In fact, the whole idea of flamenco dancing is a little paradoxical. True flamenco is spontaneous; true flamenco dancing requires the pretty dress: but if you're being spontaneous, you won't have the pretty dress on! http://gospain.about.com/od/spanishlife/tp/spanish_customs_traditions_spain.htm
Here is an example of traditional Spanish Flamenco dancing.
We aim to create something extremely inspirational, that will make our consumer want to look into using STA Travel, and also our app. When we did the previous brief we discovered that not many people knew about STA Travel, so this is our chance to promote it via a viral video. Although our target customer is students, as STA specialise in student travel, we are aware that this video will be seen by others also. Baring that in mind we aim to create an overall inspirational video that fits in with the conventions of the brand. We want to video to be personal in some way, so that we can encourange the consumer to then make their own video, fitting in with our intended 'IT', which was 'share it', and also now 'do it'. In some way we also want to encorporate photographs as this fits in with the fact that our travel app was a collaboration with the app 'Instagram', which is used for sharing photos.We feel that these elements combined together will make a successful and inspirational video, that is both inspirational and will hopefully take off as a new trend.
