Ep248: 25 years with Jesse Desjardins - Part 2
Today on the More Cheese Less Whiskers podcast, we're finishing our conversation with Jesse Desjardins. He's worked in some great locations, and we talk about the challenge of marketing a complex destination like Neom in Saudi Arabia, a place no one has ever seen before.
We also talk about the skill of discernment and invention, the importance of working with someone with the tenacity to drive projects to completion, and how to effectively select and work with the right people to execute our vision.
Jesse & I have a long history together, and it's great to share these insights with you, and, if you missed part 1, you can check that out at https://morecheeselesswhiskers.com/247
Summary
1. The challenge of marketing an unknown and complex destination like Neom in Saudi Arabia required a unique approach and collaboration with the online photography platform Unsplash.
2. Unsplash, with its large community of free photography and more distribution than Getty, iStock, and Adobe Stock combined, provided the perfect platform to find the best photographers to showcase Neom.
3. The project involved bringing 14 of Unsplash's top photographers to Neom and creating a brief based on the thousand most downloaded photos in travel.
4. The brief focused on four distinct photography styles that convey the scale of the destination, safety, and human connection, deviating from traditional destination marketing strategies.
5. By working directly with photographers with the vision and capability to execute the project, the team created a more authentic and engaging story.
6. The photographers brought their unique skills and interpretations to the brief, resulting in a diverse and captivating image portfolio showcasing Neom's beauty.
7. The Entrepreneur Team Genius Test helps identify the strengths and weaknesses of individuals in a team, ensuring that all aspects of a project are covered and executed effectively.
8. Combining vision, assets, and reach creates a powerful multiplier effect that can help achieve success in marketing complex destinations.
9. The goal is to make Neom the most downloaded destination in travel even before it opens, leveraging the reach and distribution of Unsplash.
10. Collaborating with the right people and focusing on the vision and capability aspects of a project can lead to better outcomes and more creative solutions, even with a smaller team.