Anita Isalska

Freelance copywriter, editor, travel specialist & digital content expert

Portfolio highlights

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.

Want to talk about digital content, or looking for a reliable copywriter? Connect with me on LinkedIn or Twitter, or shoot me an email.

Reno Tahoe: Outdoor Travel

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.

Culture Trip: Hotel Promo

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.

Korean Air: The High Arctic

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.

TravelSupermarket app

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.

Lonely Planet: Best in Europe

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.

Lonely Planet US

Even after leaving my digital editor role at Lonely Planet, I have greatly enjoyed working with this beloved travel brand. 

For this project, I designed copy to inspire Christmas magazine subscriptions...what could be a better gift than a year of adventures?

ZOZI/Lonely Planet

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.

Digital + print promo

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.

Travel Merchandise

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.

Lonely Planet Christmas marketing email

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.

Intrepid Travel/Lonely Planet: Morocco competition

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.