Content Pyramid Model

Wellness Journey | Fairmont Chateau Whistler

I used the Content Pyramid model when executing this project for Fairmont Chateau Whistler. The Content Pyramid approach is a content strategy method designed to help brands create 8x more content with only a marginal increase in client effort. The deliverables consist of one Hero Asset and (typically) eight Shoulder Assets that stem from the Hero Asset.

• The Hero Asset is a long-form content piece that captures the entirety of the brand campaign, product launch, brand narrative, etc.

• Shoulder Assets are short-form content pieces optimized for social that dial into individual aspects of the main Hero Asset.

For this Wellness Journey project, I was briefed to capture the entire wellness journey at the resort. This comprised of capturing the resort pools (both night and day), the fitness centre, the barrel saunas & cold shower, and the activities in the Yoga Suite. Because there were multiple aspects of the guest experience, I used the Content Pyramid model to maximize the content delivery with minimal increase in client effort.

As you can see from the below, we were able to produce a deliverable package that the Fairmont could use across multiple platforms for ads, social, web video banners, and more.