Corporate Traveller CEO Series
Summary:
After formulating a content strategy designed to engage senior managers of SME businesses across Australia, we created an informative and entertaining video series that was billed as the ‘Ultimate Lunch and Learn.’ We sat down with six leading CEOs to hear their story, whilst sharing a delicious meal and some fine wine.
Deliverables:
Content strategy
Video scripting
Video production
Post production
Stills
The Challenge:
Corporate Traveller wanted to find a way to show their customers that they understood SMEs, and were invested in their success. But we didn’t want to do it in a throwaway fashion; what was required was content that was substantive, useful and informative.
The INSIGHT:
Every CEO has a story. Every CEO loves a lunch. We put the two together.
The Solution:
To create content of real merit, we devised a six part, long form video series - each video was 15 minutes - that took a deep dive into the stories of success as told by some of Australia’s leading CEOs. Our concept was to sit them down with an interviewer as they enjoyed a full three course meal, all the time celebrating the food as well as the subject matter. Right from the start we knew that bringing in a reputable ‘face’ to conduct the interviews was imperative. We quickly engaged Kate Mills, former ABC journalist and editor of Business Review Weekly, and this lent serious journalistic authority to the project. Soon after we had secured our CEOs and our locations (The Hilton and Sofitel) we began work on our indicative scripts and pre production. Filmed over several days, the high quality final result is a showcase of content designed with a purpose.
Results:
This video series captured the imagination of the audience and the feedback from customers and staff alike was very positive. These videos played an important role in our client’s Linkedin strategy, and they helped to take their Linkedin engagement ranking to the top of the table amongst peers.
