Journalism creates credibility
With an over $ 2.2 million reward for the winner, the Australian Open is definitely what you would call a high profile video customer. However, the Australian Open marketing department has chosen to use simple TV News style movies to talk about their winners. Why would they do that? Simply because of credibility. We are being fed with polished corporate productions everywhere we go, and yet the Australian Open fans are only interested to learn more about Kim Clijsters, one day after her victory. It's the scope of information specialists like journalists. That's why Tennis Australia obviously prefers credible, informative video, like the ones you would see on ABC News 24 or on 7 News.
Australian Open chooses credible, short editorial web videos
Video news is more than marketing
TV News format videos are part of a video marketing strategy. You're distributing information to your audience. In this case, you show Kim Clijsters on your website after her victory. Just like in a television logic, you're trying to boost your audience, so your product reaches more people, attracts more advertisers and gets better business results. It's all a matter of doing it without yelling at the customer that you're the best, that they have to watch your channel (which is what ads do). Editorial or journalism based videos for companies and organisations focus on the information you want to convey about your product or service, or in this case, about the tournament winner. It's great for the fans, and it's a clever move from the publisher's point of view.
