End-to-end campaign planning from concept to experience

What you can expect

Inspired by the huge success of Airbnb's 'Night At' campaign, participants will focus on campaign planning for their own brands and how to take a concept or big idea through to an actual attainable experience, right at Jersey Zoo.

On Thursday afternooon, you'll be looking at a product and dissecting the way you showcase it. Focus on visitor experience, the creative ways to show off your destination and ultimately telling rich and colourful stories will be at the forefront of this workshop. It's ideal for participants wanting to hone their strategy, since Nick will go through the stages of developing a winning campaign concept that's matched with an incredible product experience.

On Friday, you will be taken out by a true photographic talent, Conor MacNeill. You'll get to meet some of the most inspiring keepers and take photos of the orang-outans or the bats. This workshop brings a huge creative mix together through multiple perspectives and a strategic work.

Your roadmap

Thursday 20 September

12:30 - 13:30

Lunch at the Lido

13:30 - 13:45

Go to your bus

13:45 - 14:00

Transport to Jersey Zoo

14:00 - 14:30

Introduction from Nick Hall, #DTTT and Chris Clark, Trust Officer at Jersey Zoo

14:30 - 17:30

Strategic Workshop

17:30

Back to Church Street, St Helier

Friday 21 September

08:30

Meet at Church Street, St Helier for your bus

8:45 - 09:00

Transport to Jersey Zoo

09:00 - 09:30

Briefing

09:30 - 10:15

Meet Gordon and take shots of the orangutans

10:15

Group change

10:15 - 11:00

Meet Sanne and take images of the bats

11:00 - 12:30

Editing/ debrief

12:30

Back to the Lido

Recommended Gear for Friday

✓ Ideally a DSLR
✓ Phone
✓ For editing on laptop, Lightroom or Photoshop
✓ For phone editing, Snapseed is great

Your bus can be identified by this icon

Map

Your workshop leader on Thursday

Nick Hall

@nickhalltravel

With a background in destination marketing of more than a decade, Nick is one of the tourism industry’s leading experts on destination marketing. As founder of the Digital Tourism Think Tank (#DTTT), the leading platform connecting destinations worldwide on topics around digital trends and transformation, Nick has worked with hundreds of destinations helping to navigate the complexities of an increasingly digital visitor experience.

Through his work heading up the #DTTT, Nick has led the industry to think about ‘Destination Transformation’ and the impact the ‘always on’ visitor, the multi-touchpoint path to purchase and the need for organisations to think differently about their approach. At the core of Nick’s message and expertise is the need to stay current, on par with consumer trends, and foster a culture of innovation to remain competitive. Nick is a sought after keynote speaker with hundreds of engagements to his name, speaking extensively throughout Europe and further afield from Hawaii to Greenland -Cape Town to the Faroe Islands. Working with the world’s leading destinations, Nick also consults on the impact of digital, covering a range of specialisations from content strategy to workflow transformation.

Your workshop leader on Friday

Conor MacNeill

@thefella

Conor's work

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