Jessica Morris

A five-part CRM email series for InsideJapan Tours, guiding travellers from inspiration to booking. I wrote all five emails and curated the supporting content, adapting the copy and messaging for each stage of the customer journey.

Customer value propositions for Back-Roads and Topdeck, created as part of wider brand repositioning work. I wrote long- and short-form copy for each brand, adapting my writing to two very different audiences and established tones of voice.

Brand and product copy for Topdeck Travel, combining destination inspiration with insider recommendations and tour experiences to showcase North America in the brand’s bold tone of voice.

Brand and destination copy for Topdeck Travel, using the brand’s bold, irreverent tone of voice to turn practical travel information into entertaining, persuasive content designed to inspire bookings.

A tone-of-voice and editorial style guide I developed for Back-Roads Touring, codifying the brand’s voice and setting practical standards for consistent copy across marketing, digital and editorial content.

An internal tone-of-voice and copy style guide I developed for Topdeck Travel, codifying the brand’s voice and setting practical principles for consistent copy across campaigns, web, destination pages and functional content.