I've written copy for products by Lonely Planet, TravelSupermarket, Globalgig, Intrepid, ZOZI and other travel and lifestyle brands, plus I have three years as Lonely Planet’s in-house web copywriter under my belt. I've penned ads that have featured across London's Tube network and major airport hubs, as well as copy for apps, competitions, quizzes, email campaigns and merchandise. Browse below for some selected portfolio highlights.
For this partnership between the Reno Tahoe tourism board and travel website Culture Trip, I was hired to write inspiring copy for the campaign.
I created a line-up of all-season outdoor activities to showcase the best of the region and motivate visitors to get active in Reno Tahoe.
In search of local expertise, Culture Trip approached me to write copy luring visitors to these San Francisco hotels and their glamorous bars.
The result is a dazzling line-up of places to stay.
Writing copy to make readers pack their thermals and go to Northern Greenland? Mission accepted.
My work was also translated into Korean for the magazine...and it's always fascinating to see my words appear in a different language.
I worked with British holiday experts TravelSupermarket on their iOS app, which puts price comparisons for holidays, flights, hotels and travel insurance in the palm of users’ hands.
The app needed crisp, clear instructions and upbeat onboarding copy throughout. For users, it's a clean, intuitive experience to access money-saving deals on travel.
Is there anything more exciting than seeing your words blazing across a billboard?
These adverts I wrote for Lonely Planet appeared on video screens across London airports and train stations.
This co-branded campaign for the US market aimed to boost email sign-ups through a competition to win a trip to Italy.
The copy needed to grab readers' attention, reflect both brands' playful tone, and evoke the delights of travel in Italy.
Print is dead, long live print.
The goal of this ad campaign was to show that digital products can live side by side with books. A delight to write, as I couldn't agree more.
Lonely Planet was launching a huge range of merchandise, and the packaging needed to reflect the brand's travel expertise and sense of fun.
That's where I stepped in, giving their reusable bottles a good squeeze and maybe pocketing a branded padlock or two (sorry, boss).
And writing the copy, of course.
The aim was to promote Lonely Planet's eBook products with a snappy solus email. My concept was to catch the mood of post-Christmas indulgence with a bit of wordplay on tablet. I created some pithy copy to suit an image that spoke to the brand's adventurous pedigree with a touch of humour.
For this competition sign-up copy, I needed to capture the adventure and romance of the prize in a clear and inspirational way. The competition was a big success, gaining 2973 entrants in a single month. Intrepid Travel gained nearly 1000 opted-in email addresses for their database.