Take a look at how we produced a new creative campaign for Walton Firs Activity Centre
In the summer we were approached by Walton Firs Activity Centre to produe a new creative media campaign that showcases the adventure on offer through outdoor experiences.
Being involved with The Scouts, we have an experienced backgroud in capturing young people challenging themselves, learning new skills and the outdoors settings they are based in. This helped us develop the campaign storyline and narrative.
Discover Your Wild Side - Developing Core Messages
The video narrative would be carried by the young peoples experiences, with short on camera dialogue that encompasses Walton Firs’ USP’s and diverse offering. By clearly understanding what Walton Firs wanted to showcase, we then created a shotlist that allowed the narrative to progress from activity to activity.
Walton Firs takes pride in the many different experiences available, which include high ropes, archery, caving, camping and staying in the new pod villages. To bring these offerings together, we developed five key messages that were used in the video campaign, and will be used in future marketing campaigns too.
Discover your wild side at Walton Firs
Ignite your adventure with friends
Take on new challenges by reaching for the sky
Find a passion for things you’ve never experienced before
Top off your stay by sleeping under the stars.
The target audience for the creative content is adults invovled in educational experiences, youth clubs, Scouts, Guides and corporate functions. However, the end user is usually children and young adults. Therefore, the content needed to resonate with both age groups.
Capturing The Content - Film and Photography
To enrich the content so it can be used for a variety of marketing purposes, we offered both video production and photography as part of this campaign. Both video and photos are rich sources of engagement with online audiences, so these deliverables give Walton Firs many options as to how they can be used in the future.
The filming took place on a busy weekend, and we enlisted the help of a number of young people at the site. These enthusiastic Scouts and Guides would become the stars of the video.
Following the detailed shot list, we captured many of the activities in use from the audiences perspective, so for this we used a gimbal to follow young people around a maze and in the caves. We also shot parts of the video from the leap of faith too, which added to the perspective and honed in on the ‘reach for the sky’ message.
The footage was shot in 4K in slow motion, and some HD slow motion shots too. This gave us the flexibility in post to re-frame shots and slow them down if needed. Very handy for those action shots that this video would be full of.
The photography focused on the young people engaging with eachother, creating their own adventures and challenging themselves while participating in the on-site activities. The photos have a multi-purpose use, so they reflected the different audiences and uses; website, social, print, editorial and investment.
Delivering Excellence
When it came to delivering the final cut and photographs, we visited Walton Firs in person, and spoke with the centre management, firstly to thank them for choosing APVideo, but also to discuss the next steps in regards to publishing content and their marketing strategy.
We advised a number of different ways forward, and put together a strategy that outlined three and six month goals, as well as determining what advertising would be required for different parts of the year. Content can yield different results dependant on its use, so we suggested a few pathways and options that encouraged website visits and future booknig enquiries at different times of the year.
We are looking forward to working closely with Walton Firs Activity Centre, to aid in the management of their marketing and social media content, to boost growth, engagement and to drive website visits that convert into bookings and sales.