Clients need “Hero Shots” of their destinations (or any business for that matter). It's their defining image - what sets them apart from the rest. 

So, what exactly is a Hero Shot – and what does it take to capture them?

A Hero Shot is a 'wow' photograph that makes the viewer think (or say) 'I want to be there now!' It either grabs your attention quickly in a saturation of images. A library of promotional images complements the hero shots. These images are less memorable (or impactful), but just as necessary to tell the story. 

These hero images define and differentiate a destination from its competition. A series of Hero Shots can be created to broaden a destination’s appeal and convey your key marketing messages to the specific audience you are looking to attract.

Images like these require considerable forethought and planning. Unless of course, I just get lucky (which does happen). But I, or you, don't want to rely on just luck. Prep is needed. 

Your destinations appeal and uniqueness
+
great idea/concept
+
awesome team
=
Hero image

Uniqueness/appeal could be a landmark, a feeling or an experience.

The great idea revolves around a story. What do you want to say? Find your answer and then go about resourcing how to get it. Time of year for the shoot, time of day, appropriate talent (if any), props, team and style all need to be considered. Think about what your ideal audience is wanting to see, put them in the photo. Best weather, atmosphere, activity, talent similar to themselves... Let your audience imagine it could be them there, enjoying your destination.
Then find the production team you need, and trust, to be able to get it. 

Awesome team - people you trust and can deliver on what you want. Look at their portfolio, get to know them, find recommendations. You have to be comfortable and confident. 

TIPS:

Make sure your talent doesn't look posed. It needs to look believable. Think about every aspect, not just the posing.
Have plans but allow for spontaneity. 
Have fun - emotions and smiles connect.
Lighting and weather make the photo - anticipate. Check the direction of light, weather forecast and allow for extra time just in case.