With so many social media brand fails, it’s refreshing when any brand is able to take the reins and do it on their own terms. Even more so for travel brands and tourist attractions, since fans tend to post a lot of their own content. Fans post the pictures they want others to see, whether they’re good for your brand or not. (Sometimes even employees post questionable content.)

But Arbortrek, one of Vermont’s most popular zip-lining attractions, has mastered the art of photo-sharing. Instead of having visitors take their own photos, they take the photos for you. For free. You don’t have to pay a cent. My husband and I were very excited to discover this in August when my birthday wish came true, and I got to fly through the trees under the guidance of Arbortrek’s fantastic staff members.

The brilliance of their social media strategy comes at the end of the tour, when you drop off all your equipment. Here’s how Arbortrek gets it done:

1. They create desire by putting the photos up as a slideshow on a big screen on the premises while you get out of your zip-lining gear, so you get to preview.
2. They encourage sharing. Before you leave, they hand you a small card telling you exactly where to find your group’s photos on Facebook in a few hours.
3. They tell you exactly how to share. Instructions on how to share and/or download their photos are printed on the card to make it easy for you.
4. When you find the photos, they are branded with the Arbortrek logo in the corner.
5. Zip-liners share their photos on their Facebook Page (or wherever they feel like posting/sharing).

By managing and owning the photo-sharing experience, Arbortrek is using social media to maximize brand awareness. When my friends looked at the photos I posted, they didn’t have to ask “where?” It was right there, and hopefully will remain on their minds when they’re ready to go zip-lining.

Well done, Arbortek.