Founded by Richard Branson in the 80s, Virgin Atlantic does more than just fly people around the world. It’s on a mission to help people depart the everyday by making sure that every journey with them is an excellent adventure. An optimistic, upbeat and warm tone of voice is therefore key to tapping into the brand’s personality.
From action-driven email copy to blog articles, I’ve had fun with the brand’s playful and conversational tone.
Sovereign is a luxury tour operator which specialises in 5* and 4* holidays to Europe and beyond. The tone of voice aims to be smart, straightforward and authoritative. Flowery prose and waffle isn't on the agenda but clear and simple language which packs a punch certainly is.
My role at Sovereign involved copywriting for every aspect of our weekly marketing emails – from catchy subject lines to attention grabbing banners and informative body copy.
Featured in customer magazine Arrival, I wrote catchy headlines and selected images for hotel adverts featured in the magazine. In total I wrote adverts for three editions of Arrival which were inserted into The Times and The Telegraph. Produced shortly after a rebrand, it provided me with the chance to experiment with the brand’s new tone of voice.
Citalia is a specialist tour operator with a history of providing bespoke holidays to Italy for over 85 years. It prides itself on a love of all things Italy which is reflected by its tone of voice. Passionate and knowledgeable copy about Italy is therefore key to Citalia’s communications. An Italian specialist, it aims to be the authority on Italy.
My role at Citalia involved writing copy for the brand’s marketing emails. This included longer ‘content’ led emails, through to shorter pieces featured on commercially driven emails.
In addition to digital and advertising copywriting, I've had the opportunity to produce long-form travel pieces for printed publications. These appeared in a variety of publications, from customer magazines to student newspapers.
SoSensational is an online fashion boutique for grown up women founded by fashion journalist Jan Shure and image consultant Cyndy Lessing. It showcases daywear, occasion wear, petites, plus size clothing and accessories from the high street to top brands.
Working as a fashion copywriter, I wrote small chunks of fashion copy for SoSensational’s email newsletter as well as for their website.
I produced a variety of articles for my university newspaper, working first as a writer and then as editor of the fashion section. These covered a range of topics, from the latest catwalk trends through to more lifestyle led pieces.
Brighton Girl is an online magazine for young women finding their feet in Brighton. It’s also a community which hosts events in Brighton, as well as hangouts on their Facebook Group which is home to over 3,000 members.
I’ve written a variety of posts for the online magazine, covering topics relevant to the young audience that Brighton Girl targets.