TRIPADVISOR
From 2015-2017, I worked as a copywriter for the world's largest travel site. I've shared a few examples of my top projects in this role below, and can provide more upon request.
Sample project: TripAdvisor/IRC refugee crisis fundraising campaign
The brief: Help the TripAdvisor Charitable Foundation reach out to a massive online community (120m+ emailable members, 4m Facebook followers) and raise funds for the International Rescue Committee (IRC) to help refugees worldwide.
The challenge: Adapt the IRC’s suggested messaging points to fit TripAdvisor’s brand voice and generate donations from its global audience of travelers.
The result: I tapped into my past fundraising experience at Oxfam and worked with TripAdvisor marketers and IRC staff to create compelling copy for a campaign landing page, global email, and accompanying social media posts. Our campaign raised more than $500,000 for refugee crisis relief in just a few short weeks – a major contribution to the IRC’s work worldwide.
The challenge: Adapt the IRC’s suggested messaging points to fit TripAdvisor’s brand voice and generate donations from its global audience of travelers.
The result: I tapped into my past fundraising experience at Oxfam and worked with TripAdvisor marketers and IRC staff to create compelling copy for a campaign landing page, global email, and accompanying social media posts. Our campaign raised more than $500,000 for refugee crisis relief in just a few short weeks – a major contribution to the IRC’s work worldwide.
Sample project: B2B email series for 2017 award winners
The brief: Write a series of emails notifying hotels, restaurants, and attractions worldwide that they had earned 2017 Travelers’ Choice awards from TripAdvisor.
The challenge: Only a very few top-rated businesses win this award, so the email design and copy needed to go beyond the ordinary and convey its significance. The copy also needed to be brief enough to appeal to busy business owners, and, like most TripAdvisor emails, optimized for translation into 26 different languages.
The result: I teamed up with industry marketers and designers on a series of short, clear, and eye-catching emails that yielded a significantly higher-than-average response rate. The emails were later used as a template for other awards given later in the year. See a mockup of the series here.
The challenge: Only a very few top-rated businesses win this award, so the email design and copy needed to go beyond the ordinary and convey its significance. The copy also needed to be brief enough to appeal to busy business owners, and, like most TripAdvisor emails, optimized for translation into 26 different languages.
The result: I teamed up with industry marketers and designers on a series of short, clear, and eye-catching emails that yielded a significantly higher-than-average response rate. The emails were later used as a template for other awards given later in the year. See a mockup of the series here.
Sample project: TripAdvisor blog contributions
The brief: Engage TripAdvisor’s online community by writing shareable, informative listicle posts for its official blog (averaging 10k+ views per post) featuring useful travel tips from the site and bookable hotels and attractions.
The challenge: Writing for the TripAdvisor blog wasn’t part of my job description per se, but when the company found itself short on contributors in fall 2017, I offered to take on weekly blogging in addition to my core copywriting duties.
The result: I worked closely with the social media team to brainstorm original blogs each week, focusing on shareable, timely topics with a strong visual component. Many were among the most-viewed and most-shared of the year. A few sample posts:
Unique Restaurants Every Traveler Must Visit
The World’s Most Instagrammable Hotels
What You Didn’t Know About the World’s Top Destinations
The challenge: Writing for the TripAdvisor blog wasn’t part of my job description per se, but when the company found itself short on contributors in fall 2017, I offered to take on weekly blogging in addition to my core copywriting duties.
The result: I worked closely with the social media team to brainstorm original blogs each week, focusing on shareable, timely topics with a strong visual component. Many were among the most-viewed and most-shared of the year. A few sample posts:
Unique Restaurants Every Traveler Must Visit
The World’s Most Instagrammable Hotels
What You Didn’t Know About the World’s Top Destinations