Hospitality: Copywriting, Strategy & Creative
SH GROUP | STARWOOD HOTELS
Stay true.
We created an expansive brand identity for SH Group that encompasses Baccarat Hotels, 1 Hotels and Treehouse Hotels while invoking the welcoming spirit of a sustainable oasis. As Senior Copywriter, I developed the voice and tone of this unified premium hospitality brand, by tapping into my love of travel and consideration of what it means to stay different.
Client: SH Group | Project: Brand Identity | Assignment: Strategy, Copywriting | Style Guide | Tagline: Your Place in the World | Agency: And Company
THE GUESTBOOK | INDEPENDENT HOTEL REWARDS PROGRAM
Cash Back. Hospitality Forward.
As Senior Copywriter on The Guestbook account, I led the development of brand identity and digital copywriting to introduce a new travel and hospitality brand. The mission was to create a welcoming brand for consumers amid a changing landscape of online hotel booking. The nostalgic idea of signing a hotel guestbook established the personal sensibility of this independent travel offering.
This convenient Cash Back program allows travelers to choose from hundreds of boutique, independent hotels for a more rewarding travel experience.
Client: The Guestbook | Project: Copywriting & Brand Identity | Assignment: Digital Copy for Website and Advertising | Tagline: A More Rewarding Way to Stay | Agency: And Company
HIGHGATE | HOTEL HOSPITALITY
The Height of Hospitality.
When Highgate was building new lines of business ranging from launching its boutique chef-driven Table One to increasing its property portfolio, we developed the foundational strategy for a brand refresh that we brought to life through copywriting and design for digital, social and print.
As Senior Copywriter, I developed and wrote a series of scripts for videos like the one below to launch the Table One brand. This introductory video begins with the bold Table One logo integrated into hospitality images before the on-screen graphic type promotes the collaboration of chefs, restauranteurs, designers and mixologists.
The Best and the Brightest Tastemakers
The Table One video also delivered editorial sections as a device to convey key messaging for the new Highgate initiative.
The new branding platform and campaign executions communicated a warm and inviting voice for a corporate hospitality brand.
Client: Highgate | Project: Website Redesign, Brand Identity | Assignment: Copywriting, Table One Video Scripts | Agency: And Company
LAGUNA BEACH | TOURISM CAMPAIGN
Let Yourself Go
The Visit Laguna Beach Tourism campaign was built on the bold call-to-action and the vintage style that invoked Laguna Beach’s heritage as a beach getaway.
Client: Laguna Beach | Project: Visit Laguna Beach Tourism Board | Assignment: Copywriting and Campaign Design | Tagline: Let Yourself Go | Agency: And Company
IRVINE COMPANY | BUILDING COMMUNITY
Have it all in Irvine.
As Director, Copy & Content on the Irvine Company account, I led campaigns and developed copy for new homes, apartments, research parks, avocado groves and acres of open spaces from Newport Beach to Silicon Valley. I played a key role in the marketing of numerous residential and commercial properties, the branding of new villages, the naming of communities, parks and even streets as well as developing all copywriting for print, digital, social and AV as well as the Villages of Irvine print magazine.
With the Villas still under construction, I began the process of developing the brand strategy and identity, as well as naming the community buildings. The grand opening was promoted in print, digital, social and outdoor.
Irvine Pacific Website Content Strategy & Copy
As account lead, strategist and copywriter, I oversaw messaging and content strategy for the entire Irvine Pacific Website for every home, village and park in the portfolio.
Insight that goes deeper.
My approach with Irvine Company and for every client is to always find a fresh angle. To take the plunge to find a deeper meaning. To look at something familiar in an unexpected way. To create copy and strategy that allows for a deep dive into the heart of the brand.
Client: Irvine Company | Assignment: Strategy, Campaign Concepts and Copywriting | Agency: And Company