Our students started by attending a seminar by digital marketing/PR expert Beth Nunnington, in which they were encouraged to think about how brands can make themselves ‘relevant’ through newsjacking existing stories or even creating their own news through imaginative campaigns - such as sending a diamond into space and sparking a country-wide treasure hunt for the prize! Students tried their hand at this form of marketing when they were tasked with creating a campaign for makeup brand Charlotte Tilbury. 

   

It was then onto the Federal Reserve for a workshop where we were challenged to think like an economist and consider the impact that monetary policy has on US brands, as well as how psychology plays a role in the economy through factors such as opportunity cost. Although we didn't get to see the vaults due to a delivery of gold coming in, we were able to tour the bank and learn how currency is managed in the US, noting key differences from the UK, and discussing the role of inflation and the influence of politicians.

Our students also learned a great deal from Wall Street economist Onel, who took us on a walking tour of Lower Manhattan and explained the workings of one of the world's most important financial districts through fascinating anecdotes. Onel was in downtown Manhattan during the 9/11 attacks - having seen the memorial museum in the morning, it was extremely moving to hear his personal stories and how the city has recovered since. He pointed out that large amounts of office space built after 9/11 still sit empty due to how the economy has changed in the past 20 years, as well as the decline in demand post-pandemic. 

Our earlier visit to Chelsea Market, which gave an insight into the city’s trading in the past, was a nice point of contrast to what trade on Wall Street is about today. Chelsea Market was a warehouse where traders would bring their goods to market, much like the old markets in London, but today it is surrounded by skyscrapers. Fortunately now filled with small bespoke food businesses, it is one of the best places in the city to eat and explore unheard-of brands.

We were also able to fit in a visit to Madison Square Garden, where we learned something of the big business of sport - and how the venue is able to turn an ice hockey rink into a basketball court in 2.5 hours, an incredible feat of engineering and a wonderful example of operational management. Home to the NY Knicks and the NY Rangers, ‘the Garden’ generates $5m of revenue from just one of its 40+ suites each year, before other ticket sales, sponsorship, merchandise or other marketing deals are even accounted for.

And last but not least - an ascent to the top of the Rockefeller Center rewarded us with stunning views of all the skyscrapers illuminated at night, accompanied by the life story of Rockefeller, an American Dream tale of one man who founded a business empire during the Great Depression. We enjoyed the incredible skyline taking in the views of the sites we had explored earlier in the week, such as Times Square, Central Park and 5th Avenue. 

On top of such an enriching and educational trip, it was even more rewarding that our students left an impression of their own on the other side of the pond, with their curiosity, conduct and embodiment of our values. From complete strangers to the professionals we spent time with, several people had compliments for our students. 

“It was a pleasure to work with Hitchin Girls’ School… They were a lovely group of smart young women who were very engaged and asked insightful questions. Every group really considered the target audience I gave them and I was impressed by their thoughtful answers.” - Beth Nunnington