Viator

Viator's adoption of Bynder has revolutionized its asset management processes, saving huge amounts of time in the content creation process, and resulting in substantial efficiency gains, cost savings, and attainment of key objectives. Bynder DAM has transformed the way stakeholders work together and introduced an efficient, optimized way of working.

Before Bynder, Viator had assets scattered across multiple systems including an out-of-date DAM, YouTube drafts, video servers, and Google Drive. With so many team members trying to retrieve and share assets, it was messy and very time-consuming. The need to resize and reformat assets for various channels and platforms further compounded the issue, consuming a significant amount of time—5,586 hours annually. 

Viator knew that product photography was the key driver in inspiring consumers to book travel experiences online, and that providing personalized customer experiences was absolutely vital for the growth of the company.

Viator wanted to replace its existing DAM and democratize access to original and licensed assets to eliminate bottlenecks, empower teams to access the resources they need swiftly, and encourage asset reuse. 

The rollout of a new DAM platform aimed to enhance speed-to-market while providing high-quality, impactful assets that would drive better ROI from new customers, suppliers, and consumers.

Bynder, known internally at Viator as Viator Asset Library (VAL), has placed significant power back into the hands of Viator’s teams. VAL democratizes asset access without straining already stretched creative teams. The introduction of VAL has aligned all of Viator’s teams on the current content strategy, allowing them to build stronger campaigns together as one synergized unit.

Users can access and download the assets they need and, if permitted, are able to take advantage of templates to consistently build on-brand content in a short amount of time. The organization has saved an estimated $58,000 in creative request costs by reusing assets, eliminating internal creative requests, and streamlining the sourcing and managing of content for social posts.

Bynder’s composability has allowed Viator to integrate VAL with its portfolio of ‘stock’ accounts including Shutterstock, Unsplash, and iStock. On top of this, Viator is building a larger connected ecosystem to uplevel digital experiences by integrating with Directus CMS, Salesforce, Figma, and Adobe to create a best-of-breed martech stack. These integrations increased the speed of execution and saved the team 900 hours throughout the production process.

For a global travel company that aims to excite and inspire travelers to try new things and create lasting memories, brand equity is everything. Bynder offers Viator the platform to focus on exactly this, ensuring that content used in campaigns and on different channels is always going to resonate with the target audience at every step of the journey. Through captivating visuals and compelling storytelling, Viator aims to encourage travelers to trust in its brand to deliver an incredible experience, all underpinned by emotive product imagery. 

Marketing teams at Viator are now enjoying the benefits of Bynder modules such as Brand Guidelines which allows Brand, Comms, PR, and Content teams to ensure that they’re always aligned with the current content strategy. 

Bynder was introduced to the business to improve the way siloed teams worked together. 

When Bynder was introduced to Viator teams in 2023, they reported:

Looking ahead to 2024, Viator has exciting campaigns in the pipeline that will leverage Bynder's capabilities to create custom onboarding experiences and ensure adherence to brand guidelines. With VAL at the heart of operations, Viator anticipates further efficiency gains and ROI.