Holiday Tours: Forget Normal. Demand Magic.

Copywriting
Tagline development
Tone of voice
Creative direction
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A new voice put Holiday Tours on the map and into the top 10 on Tripadvisor

This Icelandic tour operator needed a voice as magical as its journeys.
Working with the COO, I refined brand distinctiveness and created a playful new tone of voice. I developed the tagline “Forget Normal. Demand Magic.” which set the creative direction and tone for all communications. I created new copy and tone of voice for business cards, which helped gather far more customer reviews than before. Brochures, marketing materials and online copy were rewritten to be clear, friendly and engaging, while new tour descriptions on Bókun and Tripadvisor sharpened appeal and boosted bookings.
Working with the COO, I refined brand distinctiveness and created a playful new tone of voice. I developed the tagline “Forget Normal. Demand Magic.” which set the creative direction and tone for all communications. I created new copy and tone of voice for business cards, which helped gather far more customer reviews than before. Brochures, marketing materials and online copy were rewritten to be clear, friendly and engaging, while new tour descriptions on Bókun and Tripadvisor sharpened appeal and boosted bookings.
After six months, Tripadvisor ranking leapt from #46 to #9, positive reviews surged, and visibility improved across online travel platforms. With stronger messaging in both B2B and B2C channels, Holiday Tours achieved its highest-ever sales in summer 2024.
After six months, Tripadvisor ranking leapt from #46 to #9, positive reviews surged, and visibility improved across online travel platforms. With stronger messaging in both B2B and B2C channels, Holiday Tours achieved its highest-ever sales in summer 2024.
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