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, tone and messaging for this premium hospitality brand by tapping into my love of travel.
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 for the site and the app. Our challenge was to create an inviting new travel and hospitality brand for consumers and hoteliers amid a changing landscape of online hotel booking. The nostalgic idea of signing a hotel guestbook added the spark of personal connection that drove 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 brought to life through copywriting and design for digital, social and print.
As Senior Copywriter, I created a series of scripts for launch videos to introduce the Table One brand. The example below begins with the bold Table One logo which leads to graphic on-screen type to promote 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 a bold call-to-action and a 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 writing copy for print, digital, social and AV as well as the Villages of Irvine print magazine.
With the Villas still under construction, I developed the brand strategy and identity, as well as naming the community buildings. All of this led to the grand opening, a year later, which was promoted in print, digital, social and outdoor.
Irvine Pacific Site 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 core essence of the brand.
Client: Irvine Company | Assignment: Strategy, Campaign Concepts and Copywriting | Agency: And Company