Problems transferring data/photos to new iPhone 5C

Ok, so I've got an old iPhone 4S, plugged it into my my Macbook Air > iTunes and use back up iphone. Then plugged in my new iPhone 5 and click "restore".

Few minutes later its done, but says there's an error message at the very end, but it restarts the iPhone 5. Once started it looks like all my contacts have transferred across, but no photos, no videos, no notes and none of my SMS messages from the iPhone 4 have transferred.. what gives? Any ideas whats gone wrong?

Thanks in advance