Freelance lifestyle and travel copywriter
I work with global brands on content and copywriting projects, from TOV docs, trend reports, SEO-optimised web copy and long-form articles to CRM, in-app copy, email, social (paid and organic) and scripts. I also support brands with research and interviews, whether it’s sourcing Uber drivers with unusual stories to tell writing the script for a driver acquisition ad. I’ve taken on ghost writing projects for chefs, creating guidebooks in partnership with brands such as BMW.
Copywriting clients include Uber, Uber Eats, Airbnb, Hyundai, BMW, Brand USA, Davines, Allbirds, Psycle London, Accor Hotels, Intrepid Travel, Black Tomato, G Adventures and Flash Pack, to name a few. Regular branded content clients including The Telegraph Travel, British Airways Holidays and Tripadvisor.
I’m lucky to have worked on numerous bold and exciting projects with really talented creatives. Read what my clients have to say about me here, and do contact me for availability – I’m always open to new enquiries.
Uber
I’ve worked on dozens of campaigns for Uber and Uber Eats over the last couple of years. This has included defining the TOV for Uber’s Social Impact site and writing subsequent social posts and articles about food rescue, free rides for vaccines, sustainability goals and more. I’ve also spent time interviewing drivers, delivery people and restaurant owners, and worked on OOH, print, social, ad, web, email copy and scripts on huge earner acquisition and appreciation campaigns across the UK, France and US.
Hyundai
I’ve supported Hyundai with social content and scripts, and written long-form articles for the Hyundai website. Topics ranged from detailed run-throughs of new electric cars, to how to make more sustainable living choices at home. I worked on the social strategy and copy for several new cars including the Hyundai Electra and the IONIQ, and was responsible for one of the brand’s best-performing social posts. I also brainstormed additional social content ideas and delivered the subsequent copy.
Airbnb
I’ve worked with Airbnb on a number of projects over the last five years, from crafting consumer-friendly copy for the platform’s first UK Insights Report to travelling to Grottole, Italy, to report on ‘the Italian Sabbatical’, interviewing the participants and writing web copy and editorial for the Airbnb magazine.
Uber Eats
I’ve worked on campaigns for Uber Eats, encouraging consumers to order beyond the platform’s most popular dishes and explore the cuisine of Black-owned restaurants. The work included finding and interviewing potential restaurant owners and creating social copy for Instagram and Facebook ads.
Davines
Recent work on Davines, a sustainable haircare brand, helped develop the TOV and core messaging around their ‘Grow Beautiful’ campaign. Supporting social copy introduced the Davines Instagram, Twitter and Facebook followers to the concept of Regenerative Organic Agriculture.
G Adventures
My background in PR and journalism helped in this year-long consultancy contract with the press team of leading small group adventure company, G Adventures. Work included creative brainstorming for press release angles (and writing of releases), analysing data and writing of travel trend reports, ghostwriting articles as G Adventures’ MD, writing succinct pitches to press (securing coverage in nationals, magazines and trade) and securing podcast placements and interviews for founder, Bruce Poon Tip.
Flash Pack
During a freelance maternity cover contract at travel start up, Flash Pack, I worked on the marketing team, handling all email copy, flows, creative and strategy. I rewrote the company’s trip itineraries to work with a new, more succinct copy approach and wrote copy for Instagram stories, reels and grid posts.
Psycle
I supported Psycle, a London-based gym, during the pandemic, helping the brand grow their Instagram following by 80k. I was responsible for social content and strategy, wrote weekly emails for the brand and produced all web copy for Psycle at Home, the brand’s new online workout space.
Allbirds
I recently supported the Allbirds team on a campaign encouraging customers to embrace the comfort and cosiness of the brand’s hero trainers. I worked on creating three key archetypes, campaign lines, social copy for Instagram posts and ads, along with email, website and in-store copy.
Intrepid Travel
Intrepid Travel – one of the world’s leading group tour companies – asked me to produce the company’s first Adventure Index, a deep-dive into travel trends and statistics in solo travel and sustainable tourism. I worked with the PR team on creative ideas, and took on trend research and copy for the final report.
Black Tomato
I worked with award-winning luxury tour operator Black Tomato on a six-month-long copywriting project. Briefs included SEO-optimised long-form articles focused on family vacations, ‘super itineraries’ covering everywhere from Africa to Portugal and hotel reviews (some of which were edited/rewritten from Black Tomato’s AI-generated version). All copy was written in American English. You can see a testimonial from the client here.
Tripadvisor
I regularly work with Tripadvisor’s creative agency, Wanderlab, writing branded article content, social (paid and organic), OOH copy and more for brands including Tui cruises, Asterias in Spain and Visit Texas.