In launching a new app specifically for Amazon FireTV on Wednesday, Seattle becomes the only city of three on that medium with an entertainment content channel.
Free, on-demand films and long-form content about the city feature original video content capturing the sights, sounds, tastes, smells and textures of the city, including a new season of “First Takes.”
“First Takes” is a series of films featuring first-time Seattle visitors being introduced to experiences like Pike Place Market, the Seattle Great Wheel, a ferry trip, Easy Street Records and Washington State Wines. The content is linked to Visit Seattle’s YouTube page, so the app can pull content from there to let users see it on Fire Stick and/or smart TV.
Britt Fero, chief strategy officer at AOR Publicis Seattle, tells Marketing Daily that the app was created in order to have Visit Seattle in front of more places where people are consuming content. “Video content plays a big role in inspiring travel ideas and decisions. And OTT viewing is only getting stronger,” she says. “This was an opportunity to capture that behavior. Amazon is a hallmark for Seattle’s innovative DNA so they were the perfect partner.”
The app will be promoted on all of Visit Seattle’s owned channels, particularly the content hub, VisitSeattle.tv, and through its social channels. “We’re also working with Amazon to promote this new content within their customer ecosystem,” Fero says.
The brand is targeting an audience that “craves experiences with depth; experiences that are more genuine and authentic,” he adds. “And, importantly, deliver a blended experience of cultural and outdoor activity. We call them Advenculturists.”
In addition, Visit Seattle’s episodic series with Revolt TV, “Sounds by the Sound,” will air its Season 2 finale, “Beyond Grunge,” with performances by Allen Stone and Sol, on March 28 on the brand’s YouTube channel and on Fire TV.
Ali Daniels, vice president of marketing at Visit Seattle, tells Marketing Daily that "in this space, we believe Atlanta and New Orleans are the only ones with apps on this platform." The brand's chief competitors, she adds, are Portland, San Francisco, Chicago, Denver, and Vancouver, B.C.