Photography Subsidy Information For ITAC Export Members 2018-19
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Photography Subsidy Information
For ITAC Export Members
2018-19
Images bring stories to life. But the choices that we make when we visually represent our
communities have far-reaching effects; going beyond just showing what we do, to shaping
how we are perceived.
ITAC’s brand aims to tell many different stories, encompassing the diversity of Indigenous
nationhood which thrives across Canada. By moving beyond stereotypical images of
Indigenous peoples ‘stuck’ in history we can show our communities as they really are:
diverse, authentic, empowered and current.
Tourism Photography
Indigenous tourism businesses offer rich, vibrant travel experiences and destinations which
showcase a modern and authentic culture. These travel experiences are unique in the
industry and strong imagery can help to tell the story of your business, community and
people.
Travelers are constantly in search of inspiration for their next vacation. How you present
your business on all platforms matters, because you can be seen by your next potential
customer at every turn – websites, social media, in print and across all advertising. These
images are essential to communicate the authenticity, diversity and richness of Indigenous
tourism experiences and as a result, your businesses and communities.
Photos are a commodity that must be maintained and updated. They are crucial to
communicate the what the visitor will experience at your business, and an essential part of
all promotional tools: magazine, website, social media, newsletter, packages and more.
Theses photos become the reflection of your brand and through our specific style, we hope
to increase the recognition and the interest in Indigenous tourism experiences across the
country.
Photo Subsidy Information
As an export-ready upgraded ITAC member, ITAC will reimburse up to $500 in costs to
obtain professional images of the experiences available at your tourism business. All
images must be rights-free, made available for ITAC use, and created according to the
standards noted here below. This amount should cover the costs of a professional
photographer for one day, and include a image back of around 20-25 high resolution
photos. It should be noted that these images will be jointly owned by the Indigenous
Tourism Association of Canada and your business.
Indigenous Tourism Association of Canada
300-3665 Kingsway, Vancouver, BC, V5R 5W2
1-604-639-4408 | info@IndigenousTourism.ca | www.indigenoustourism.ca
Subsidy Requirements
• Any models or people who can be identified in the photo must sign a release which
is to be provided to ITAC (see attached form)
• Hire a professional photographer and ensure the copyrights of the images are
without conditions of time and use
• Follow ITAC guidelines and photo direction
• Invoice ITAC for the reimbursement amount (up to $500).
• Provide a receipt from the official photographer, and all related images in high
resolution to sebastien@indigenoustourism.ca
Photography Guidelines
Main Photos
• Main photos focus on people as a way to showcase potential visitor experiences
across Canada.
• It is based on a sense of welcome, it should reflect what it is like to live, work and
learn through your experience and make people want to visit your area. All images
should support the brand values: vibrant, living culture, diverse, authentic.
• Imagery should be real-life scenarios that depict indigenous people going about their
day-to-day. It should feel warm, friendly, and engaging, and make you feel that you
will be welcome if you visited the area.
• The experiences we highlight are authentic and the people who visit them have
incredible personal experiences. We aim to capture these moments and tell a story
with an image.
• Mood: Fun, Relax, Casual, Friendly, open
People Photos
• Shots should be simple, direct and feature real people, not fashion models.
• They should show interaction to reflect the relationship between people.
• The people captured can either be looking off camera or giving direct eye contact.
• People should look positive, approachable and natural with an appropriate mix of
race, age and gender to reflect the area.
Support Photos
• Support images provide an overview of a given location. These more detailed
images, presenting in other beautiful landscapes, the major attractions and what give
life to your experience. These images may or may not contain people. The purpose
of these images is to illustrate the details and locations of a given tourism business
and to reinforce the main photos.
Photography specifications:
Web Format: 1024px x 768px (381mm x 271mm) @ 72dpi – JPG
Print format: 4961px x 3720px (420mm x 315mm) @ 300 dpi – JPG or TIFF.
Hi-resolution: 7874px x 5908px (2000mm x 1500mm) @ 300dpi – JPG or TIFF
Indigenous Tourism Association of Canada
300-3665 Kingsway, Vancouver, BC, V5R 5W2
1-604-639-4408 | info@IndigenousTourism.ca | www.indigenoustourism.ca
Additional Information & Photography Tips
People are at the heart of everything we do. Make people the focus of your pictures.
• Indigenous tourism needs to have Indigenous peoples! Use people to tell your modern
day stories. Focus on what is happening now, rather than trying to illustrate a
disconnected history. Our people and our stories are our best assets; putting
people— rather than places— at the heart of our images helps lift the narrative and
transform it into something unique.
Avoid Stereotypes
• Indigenous tourism experiences are as diverse as Indigenous peoples. Not every
situation needs a teepee and a totem pole! When we tell our story visually, make it
accurate and current; always think about showing off our diversity.
Demonstrate the experience
• Fire the imagination of potential guests by using experiential images; allow them to
imagine themselves being part of the experience. Show the forest walk, not just the
forest.
Aim for natural not posed
• Cheesy smiles and stiff, posed photos don’t show off your great experience! Aim to
show your natural side every time. It might take more effort to get a good, focussed
‘natural’ shot but they are worth their weight in gold.
Always label images.
• Give publications (and ITAC) the chance to correctly say who you are. Set them up for
success by labelling your images. Wherever possible, individual community
members and member businesses will be asked for and identified in all ITAC
promotions and materials by their preferred self-declaration. If no self-declaration
has been made, every effort will be made to identify name of community or nation
first, if still not known, then Indigenous grouping name will be used (First Nation,
Métis or Inuit).
• For instance:
o Dené Sinclair (Anishinaabe, St Peters Band) stands in front of the newly
renovated Feast Bistro Café.
o A warm welcome to the Grey Eagle Resort & Casino (Tsuut’ina Nation)
o Learning to cook bannock at the Great Spirit Circle Trail on Manitoulin Island,
Ontario.
o George Paul (Mi’kmaq) welcomes guests with a song at Red Bank Lodge,
Metepenagiag, New Brunswick.
If your images are labelled this way, it gives you the best chance of being identified
correctly.
Indigenous Tourism Association of Canada
300-3665 Kingsway, Vancouver, BC, V5R 5W2
1-604-639-4408 | info@IndigenousTourism.ca | www.indigenoustourism.ca
Examples of Main photos and People photos:
Examples of Support photos:
-
Indigenous Tourism Association of Canada
300-3665 Kingsway, Vancouver, BC, V5R 5W2
1-604-639-4408 | info@IndigenousTourism.ca | www.indigenoustourism.ca
Photograph/Film Privacy Release Form
Description of Location/Photograph/Video:
_______________________________________________________________________
I hereby irrevocably consent to and authorize the use, by Indigenous Tourism Association of
Canada, or anyone that it may authorize, of the video, photograph(s) and any reproductions
thereof, that ________________________________________ (photographer/
videographer) has taken of me (or of the minor) named: ____________________________
______________________________ in which I or the minor(s) appears, for the following
purposes and without the payment of any compensation therefore:
(a) to film and/or photograph you in motion picture, still(s), videotape form, and to use or
incorporate your name, picture, silhouette, voice, identity and other reproductions of
your physical likeness as the same may appear in such video, still(s) for use on the
Indigenous Tourism Association of Canada website, in publications, display and
exhibition thereof for promotions, and advertising, including in the form of audio-
visual presentation, illustrations and posters;
(b) to advertise, broadcast, distribute, exhibit, promote, publicize, reproduce or
otherwise exploit your Appearance and/or interview, throughout the universe in
perpetuity, in all media now known or hereafter devised; and
(c) to edit your Appearance and/or Interview and to use or incorporate your Appearance
and/or Interview in the Program in any manner or form the Producer decides is
appropriate or suitable. AND I agree and understand that such video/photograph(s),
and all copyright therein, are and shall always be the sole property of Indigenous
Tourism Canada, and that Indigenous Tourism Canada does not intend to sell, or
derive any financial gain from such video/photograph(s).
I hereby represent that I am over 18 years of age and have the right to contract in my own
name and for the abovenamed minor(s), and also state that I have read this document prior
to signing same and that I fully understand its contents.
Date: _______________________________
Signature: _______________________________
Witness: _______________________________
Email Address: _____________________________
Phone #: __ _____________________________
I represent that I am the parent or guardian of the above-named minor(s) and I hereby
consent to the foregoing on his/her behalf.
Date: _______________________________
Parent/Guardian Signature: ___________________________
Print Name: _______________________________
Email Address: _____________________________
Phone #: _______________________________
Note: We will not disclose your contact information to any other party. It is required in order
for us to reach you should we require any further information from you for permissions.
Indigenous Tourism Association of Canada
300-3665 Kingsway, Vancouver, BC, V5R 5W2
1-604-639-4408 | info@IndigenousTourism.ca | www.indigenoustourism.ca
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