Remember the last time you scrolled through Instagram and saw a friend posing in front of a sleek, branded backdrop at an experience that proclaimed that “I was there”? That’s no coincidence – it’s the magic of “step and repeat” making its way from Hollywood premieres to your local attractions.
Once reserved for starlets and A-listers, these branded photo ops are now the secret weapon for destinations looking to boost their social media game. From the Wizarding World of Harry Potter to your neighbourhood zoo, attractions are rolling out the red carpet treatment for its regular guests.
It’s like giving each guest their own mini red carpet moment. People love feeling like stars, and these photo spots tap right into that desire. But it’s not just about making visitors feel glamorous. These carefully crafted photo opportunities are marketing gold. When guests share their pictures online, they’re not just posting memories – they’re becoming brand ambassadors, spreading the word about the attraction to their entire social network.
Even performance-based attractions are getting in on the action. The Jabbawockeez show in Las Vegas has created eye-catching photo spot that capture the essence of their high-energy dance performances. With a strategic design, the photo op is built into the store, which also doubles as the entrance/exit to the theatre. Because of this high-traffic location and investment into the screens and lighting, the fans (both seeing the show or not) are able to grab memorable photos that can be shared on both the social profiles of the guests and also the geo-tagged location itself, each one a personal advertisement for the show.
You don’t need a Hollywood budget to make this work. It’s about understanding your audience and creating something that resonates with them. Sometimes, a simple, well-placed frame with your logo can do wonders.
Cirque du Soleil’s Kooza in Montreal takes this concept to new heights. They’ve integrated a separate area outside of the tent that’s perfectly branded to the experience. These backdrops are becoming more prevalent at live performances, including broadway shows and concerts.
As technology advances, so do these photo opportunities. Augmented reality by way of Snapchat is entering the mix, allowing attractions to offer digital overlays that transform simple backdrops into fantastical scenes. Imagine posing next to a virtual dinosaur at a natural history museum, or seeing yourself surrounded by the characters of your favourite movie at a cinema.
The future of these photo spots is incredibly exciting. We’re looking at ways to make them more interactive, more personalized. Soon, each visitor might be able to customize their backdrop on the spot.
Now we’re not talking about the business of memories, as that’s a completely different discussion which needs to be overhauled soon.
Observation decks and towers have been capitalizing on the potential of these photo opportunities as add-on businesses. The Willis Tower in Chicago, the CN Tower in Toronto, and the Adventuredome at Circus Circus in Las Vegas have all implemented professional photo services with branded backdrops. These not only provide guests with souvenirs but also create additional revenue streams.
Are they the best experience? Not usually, but that’s due to the high-pressure sales discussion and the fact that most are still pushing printed photos over digital. In addition, one of the downfalls of this specific business is that the backdrops are often more “green screen” than realistic, which can get too…”touristy”.
Even with my passion of tourism and experiences, I’ll typically walk right past the photo line and end up with a selfie.
From boosting social media presence to enhancing visitor experiences and even creating new revenue opportunities, it’s clear that the humble step and repeat has stepped into a starring role in the world of attractions. As this trend continues to evolve, one thing is certain: your next great photo op might be just around the corner, whether you’re visiting a world-famous landmark or your local art gallery.
So the next time you’re at an attraction and spot a branded backdrop, don’t be shy – strike a pose. You’re not just taking a picture; you’re part of a revolution in how we experience and share our favourite places.
