The opportunity I see

Noma isn't selling a destination. It's selling a version of your life.

The destination gets someone to stop scrolling.

The promise of freedom gets them interested.

But I believe belonging is what makes them want to join.

Noma already has something incredibly valuable: a growing global community of people who have actually lived this lifestyle. The opportunity, as I see it, is to make that identity even more visible - so that people don't just look at a Noma destination and think:

“I want to go there.”

They look at the people, the stories and the lifestyle and think:

“These are my people. I want in.”

However, while the website (especially the way editions page is designed) does look promising, the socials (Instagram for the purpose of this doc) can be improved.

If we are selling the IDEA of a LIFESTYLE, why are we focusing majorly on showcasing the IDEA and not the LIFESTYLE in itself?

My point is - what I see right now, from the latest 20 posts, we are showing the places we are headed to, the places we already added to our gallery, the kind of experience that awaits for us; all of that is good. But that’s just educational/ awareness led content. That’s the content that OUR team is building.

Where is the content that users are building? Why are we not posting more or UGC led content that nurtures people into believing that YES THE KIND OF LIFESTYLE THEY ARE PROMISING, ARE INDEED BEING DELIVERED.

I mean, our biggest opportunity on socials is that travel pages tend to have a higher bingeability factor. Anyone who stumbles on a travel page, is highly likely to scroll through more content, thanks to the “beauty” (or lets call it aesthetics) aspect of it. So why are not yet leveraging the factor that’s already in favour of us?

I have some thoughts revolving around my point, listed below.

FROM DESTINATION TO IDENTITY

As we already addressed, Noma naturally has access to beautiful places, experiences and travel moments.

But beautiful travel content is everywhere.

The harder thing to replicate is a feeling of belonging.

I'd explore making the Noma identity more explicit across content:

• Who is a Noma person?
• Where our team talks about what it even means to be a Noma person, and slowly, gradually, kinda like a slogan takes over where our alumni, say “I AM A NOMA PERSON” - this happens on repeat, adds a recall factor for viewers, overall adds to the brand recognition
• What does a Noma week/month actually feel like?
• Content by our team that goes more than “(destination) edition wrapped”;
• think of video content that shows bit by bit how our days and week advance to their ends,
• what kind of experiences people have,
• think of showcasing scenes of people laughing in groups,
• reactions that come out when the group tries something new,
• think of videos starting with clips of the individuals arriving and meeting each other for the first time as strangers and the same videos ending with the exact individuals looking obviously closer than they were earlier (to subtly re-inforce the idea of how friendships are made here)
• What kind of people find their way to Noma?
• videos / carousel posts showing who joined us for a specific edition, their age, their work role, their areas of interest; we gotta make it look like we are hosting a TV show - which brings me to another idea - SERIES!
• Series are so in demand right now, we should be making series edition-wise, where every edition, every destination gets to have its own series, people will watch it like money heist