The Brief
To encourage both commuters and leisure travellers back on to GTR’s trains again as Covid-19 restrictions were fully lifted in the UK in late 2021.
The Work
Based around the campaign line ‘It’s Go Time’, I crafted a series of comms targeted at families, seniors and group travellers across various channels including online, press and radio. The overall message was that there was now nothing to stop them exploring all the exciting destinations and attractions accessible on GTR’s network.
A parallel campaign aimed at commuters sought to remind them of the activities that they could rediscover on going back to the office - such as eating out, going to the gym, socialising with work colleagues or seeing a show.
The Brief
To create seasonal or occasion-themed content for Xperia Lounge, an app that brings Sony Xperia users all the latest news, offers, tips and entertainment from the world of Sony.
The Work
I crafted copy for a series of Sony 'experiences' - product news, offers, competitions and user tips - themed around autumn, Halloween and Christmas. For the Christmas period, the content included festive mobile 'themes' for download, various Sony prize draws, and a link to a seasonal playlist. Summaries of these experiences were viewable together in a 'container', which allowed users to click through for further details. Supporting this activity were push notifications for each item, a Facebook post, a Tweet and a customer email, all designed to drive users to Xperia Lounge to see what was new.
The Result
With this themed content, Sony Xperia generated excitement around Sony products, services and entertainment, keeping users highly engaged with the app during the autumn, Halloween and Christmas periods.
The Brief
To create an integrated launch campaign for Sky Q, the TV giant's next generation box. Sky's biggest innovation in a decade, the new box would allow subscribers to watch TV wirelessly on multiple devices, all around their home.
The Work
We took newly-created visual assets from Sky's brand agency and adapted them for use across a range of traditional and digital media. Around these assets, copy was carefully crafted to convince both prospective and existing customers to subscribe to the Sky Q service.
As lead copywriter, it was my job to tailor messaging according to channel, ensure consistency of language throughout, and oversee the work of others.
The Result
Sky Q launched with high awareness and to great industry acclaim in early 2016.
The Brief
To make Sainsbury's customers feel valued with exclusive offers and updates on new lines, plus promote further brand engagement with comms focused squarely on food and lifestyle.
The Work
Using Sainsbury's spirited and distinctly British tone of voice, I crafted copy for various customer emails, whetting their appetite for the launch of a new homeware range and the latest additions to the Tu clothing collection. A further email, based on the brand's 'Live Well For Less' ethos, invited customers to discover their 'recipe' for Living Well by means of a simple online quiz.
The Result
High open rates for these emails suggest that they are engaging customers and in turn driving sales across grocery, clothing and homeware.
The Brief
To enable Sky TV customers wanting to cancel their subscription to do so via sky.com, rather than over the phone.
The Work
I collaborated with a UX team to create an online user journey that was easy to follow, friendly and helpful in tone, and meaningfully engaged with a customer's reason for leaving. Users were presented with an offer to make them stay, accompanied by visual reminders of Sky's great content.
The Result
For the first time, Sky had an online mechanism for customer retention, which continues to be developed.
The Brief
To create an online user journey helping bike lovers book, prepare for and get the most out of a Harley-Davidson test ride.
The Work
Using Harley's enthusiastic but easygoing tone of voice, I crafted copy for a series of emails and splash pages that would clearly guide users through the booking process and generate excitement.
The Result
Bikers were 'revved up' for their test ride and open to hearing more from Harley.
The Brief
To generate awareness of and excitement around Investec Wealth & Investment’s annual Vision event - a series of free, UK-wide seminars offering time-poor finance professionals expert investment insight for the year ahead.
The Work
We created letter and email invitations to be sent to potential attendees within Investec’s database, and social posts to publicise the event to a wider audience. Those who accepted the invitation then received follow-up emails giving them the date and location of their nearest Vision event, plus details of guest speakers in attendance.
The Result
The Vision event, which by 2018 had been running for a decade, was another huge success, further bolstering its long track record in successfully predicting investment trends.
The Brief
Ongoing creation of social media posts, targeting customers with special offers and showcasing the latest handsets.
The Work
Copy around offers such as '12 Months Free Fibre Broadband' was crafted for specific audience segments like gamers, movers and families. With new handsets, our approach was to emphasise value for money and highlight as many features as possible.
The Result
Vodafone was able to target its offers much more precisely, while strengthening its social media presence.
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The Brief
To devise a social campaign around the launch of a new Sky app for kids that would also build an affinity with the parental audience.
The Work
A short film produced for the app's launch placed kids' anarchic works of art in a formal gallery setting. Expanding on this idea, I collaborated with an art director to create a series of Facebook and Twitter posts celebrating kids' artistic endeavours, all featuring the hashtag #artofmischief.
The Result
Parents engaged with and responded positively to the posts, warming to Sky as a 'family' brand. Impressions: 6,756,436 on Facebook; 3,114,279 on Twitter.
The Brief
To expand and refresh the YHA's comms to members, following a major upgrade of its accommodation and facilities.
The Work
As well as supplying intro copy for a new members' welcome pack, I researched and wrote content for its first-ever eNewsletter. Entitled The Wanderer, each edition selected the best locations for a particular kind of break - city, walking, sports etc - and highlighted nearby activities and attractions.
The Result
The new comms helped re-energise the YHA's membership, creating awareness of the upgraded offering and making members feel much more involved in the organisation.
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The Brief
To create various direct mail pieces communicating benefits, offers and incentives available to Abbey credit card customers.
The Work
I supplied copy for a DM piece offering Abbey credit card customers the chance to win Grand Prix tickets, evoking the glamour and energy of the event. Other projects included a DM pack for the Abbey Zero Credit Card, designed to clearly emphasise the particular benefit of that card.
The Result
Abbey ensured their credit card customers were making the most of their cards and continued to feel valued.
The Brief
To create a series of 'disruptive' press ads that would land Sky's latest offers and innovations in a playful and memorable way.
The Work
For a half-price deal on Sky Movies, the idea was to have the stars of The Penguins Of Madagascar 'peeling back' the page in search of the offer. And for a Sky Sports execution in a series promoting Sky's Ultra HD content, a goalkeeper's hands appeared to reach through the page to make a save.
The Result
The client was so impressed by this work that they asked the agency to produce several more disruptive press pieces.
The Brief
To work on elements of an integrated campaign designed to boost visitor numbers from the UK to Jersey.
The Work
I supplied copy for a series of press ads bearing the strapline 'Live the life', which positioned Jersey as an ideal spot for UK holidaymakers to unwind, recharge and indulge. I also researched and wrote content for a quarterly newsletter, which highlighted attractions, activities and events on the island in line with the season.
The Result
Visitor numbers to the island began to rise again after a period of decline.
The Brief
To create a digital campaign around Capital One's QuickCheck, an online tool launched a few months previously. The tool tells customers whether they'll be accepted for a credit card before they apply, without damaging their credit score.
The Work
Collaborating with an art director, I unpacked QuickCheck across a range of banner formats, highlighting the numerals in the messaging to stress the tool's main benefits. Copy was suitably tweaked for contextual banners appearing on Gumtree, Yahoo etc.
The Result
Capital One had a mechanism for driving potential customers directly to the QuickCheck tool.
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The Brief
To supply copy for regular internal publications, plus specialist B2B sales materials.
The Work
From press releases provided by the client, I crafted and edited stories for BT's quarterly in-house magazine InTouch. I also worked with an art director on a selection of B2B press ads and datasheets, which explained the benefits of various BT services aimed at businesses and local authorities.
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The Brief
To supply copy for seasonal press ads and in-store materials promoting the Society of London Theatre's Theatre Tokens scheme.
The Work
Complementing a visual asset that captured the glitz and excitement of a night at the theatre, I crafted copy for collateral including press ads, posters and DL leaflets. Activity was concentrated around gift-giving occasions such as Christmas and Mother's Day.
A selection of smaller projects and one-off pieces.
