A Trip to Arizona with the Content Team.
Senior Social Media Manager Nicole Webb and Account Executive – Digital Laura Craffey recently headed to the West Valley of Phoenix, Arizona, on a “content capture mission” for The Wigwam resort – and they didn’t travel alone. Along for the mission were photo and video equipment, a preconceived shot list, and a few influencers to experience the resort’s amenities and be central to the scenes. Constantly on and in contact with the client from the moment they arrived, the pair returned with a raft of imagery to highlight on The Wigwam’s social media accounts, as well as an intimate feel for what makes the historic 440-acre oasis resort such an inviting destination. They sat for debrief with Long Story Short:
How do you prepare for a content capture trip? Is it different from a typical business trip?
LC: A content capture trip certainly has its differences from a typical business trip! Prior to taking off, there is much coordination and communication with the client – first and foremost, we draft an extensive shot list filled with the property’s and our priorities and a schedule that breaks down our days onsite. On this mission, we secured three sets of models through proactive influencer research and outreach. They added a nice lifestyle component to the content capture and their own energy to the project.
NW: Everything from planning to packing are much different than a typical business trip. Prior to arriving on property, the team drafts a couple different resources that help guide the trip and ensure the content mission’s success. It starts with a mood board, aesthetic guide and shot list. The shot list will serve as our on-property to-do list, crossing off each completed scene we capture. With a lengthy shot list of property assets, model appearances and hotel team highlights, we also craft a full itinerary that outlines where and when we’ll need to be and what topics we will be shooting. We are constantly on the move, so planning our schedule in great detail allows the client to find us anytime and us to know what scenes we’ll be capturing the moment we wake up. Of course, this also helps us pack: Every so often you will see us Hawks in our shots, so we are sure to pack clothes that match our surroundings.
What was a component of Wigwam Resort that was more impactful than you’d imagined?
LC: I was surprised and inspired to see the resort had a perfect blend of Adult + Family amenities. With the ultra-luxe spa, lush golf course and adults-only pool tucked away on one side, and the family pool and game section central behind the main buildings, there is something to be loved by every visitor, regardless of their age and who they are traveling with.
NW: Their F&B team was really stellar; I was surprised by the commitment of their fine dining restaurant, Litchfield’s, to local and natural produce, and the team’s constant dining activations from wine dinners to children’s character breakfasts. They truly make dining part of their programming and a key part of the Wigwam experience. Each outlet has its own personality, and I think that speaks to their ability to keep guests on property for the length of their stay.
What is a social strategy you hope to make use of after visiting the property?
LC: Our visit was a fabulous opportunity to catch some video content for use on Instagram reels – a content type that the property doesn’t often use due to lack of social-first video assets. Having visited the property first hand, Nicole and I were provided an authentic guest experience, revealing the best aspects of The Wigwam to highlight. It started with our super smooth check-in process, which will be shared on the resort’s Instagram in April.
NW: I’ll defer to Laura’s expertise here, as she is the master behind Wigwam’s account. But one of our major goals at Wigwam was to complement our photography with a library of short-form vertical video clips. This will enable Laura to leverage reels in her coming posts and bring Wigwam’s content to the next level by diversifying content formats. Additionally, we wanted to provide Laura and Wigwam with a different set of content pillars that highlight their diverse audiences. By leveraging varying sets of models, Laura is now able to tell different stories through the lens of many guest experiences, from family, to girls trips, to romantic getaways.
Can you share some of the content!?
But you’ll have to follow us on social media to see more – we’ll catch you over at @WigwamResort.