Here are a few multi-channel brand campaigns that I've worked on as lead copywriter. These have spanned multiple months or years, where I've helped take the campaign from ideation to execution and continuation. This means coming up with the voice and tone, as well as the nitty-gritty production of individual assets - including eDMs, blog articles, social posts, app UX copy, landing pages, web banners, offline ads, and more.
Trafalgar Unlocked Awards
The aim of this brand campaign was twofold: to give something back to Trafalgar's loyal customer base, and to build a large bank of UGC that we could use for future marketing. The premise was simple: past guests were to share videos and images of their favourite moments from a past Trafalgar tour. In return, we’d pick a group out of the winners to take on an all-paid-for tour, with flights included.
As the lead copywriter, I was involved from the start: concepting the campaign messaging, look and feel, and main hook. I then helped roll-out all assets, writing for almost every online and offline channel.
The campaign was a resounding success. We smashed our target, gaining over 10,000 submissions and generating some of the brand’s most valuable content to date. We've taken the wins from this to create more breakaway campaigns, from a brand identity makeover to a second competition, which is currently underway.
Screenshot from pitch deck for the TUA campaign
Insightful Travel Trivia Game
Insight Vacations is a travel tour brand which differentiates itself by teaching its customers fascinating insights and facts, appealing to the curiosity within every traveler. So, the purpose of this campaign was to create a travel trivia quiz game that would increase engagement from our customer base. The game focuses on a different destination each week, with trivia questions and social/blog assets focused around each destination.
I curated the campaign's weekly trivia questions, helped write the game UX copy, as well as producing the brand assets to accompany each week's theme, including 'insightful interviews' with travel experts, eDMs, and merchandising banners.
The campaign over-achieved on its goals of engaging our customer base. We found a surprising result in that it achieved far more merchandising success than anticipated, creating a large uptick in bookings and new leads.
