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This high-end travel startup needed to create a sophisticated brand for their target audience and launch product: a round-the-world private jet tour of the world’s most spectacular golf destinations, from Pebble Beach, California to Barnbougle Dunes in Tasmania, with stops in Fiji, Hawaii, Vegas, Bermuda, Dubai and more.


My boutique branding agency, Magnetic Ideas, created business cards, a polished welcome pack, a website and microsite, even vehicle branding for cars and planes. I wrote all the copy, including a 52-page brochure, liaising with hotels and PR agencies to ensure accurate and enticing copy for some of the most sought-after hotels and golf courses on earth.


Details were key, as these customers know their golf. Since I once shot a humiliating 103 in Jamaica, I studied up on golf course architecture, and learned my way around a dogleg, through blind tees, tricky hazards and across stunning clifftop greens.

luxury copywriting for travel brands


Luxury and aspiration mean different things to different travel audiences. Age, geography and income tell only part of the story. Different travel brands target different niche audiences within the luxury travel sector.

When your brand audience includes ultra- and high-net-worth audiences, you need an experienced luxury travel copywriter. As a seasoned copywriter and branding professional with over 20 years’ experience, I can craft brand and marketing copy that aligns with your strategic objectives. This often means a sophisticated approach and rich storytelling, rather than a keyword-heavy hard sell.

Let’s discuss how we can sharpen up your luxury travel brand’s copywriting.

beauty copywriting


I was approached by an entrepreneur in New York who wanted help with a new grooming product: luxury body wash for men.

He had already named his brand and needed extensive brand copy, including investor decks. He wanted attention-grabbing, sensuous and somewhat cheeky boilerplate and marketing copy for his male target audience, with gay men as a priority customer persona.

I decided we should veer towards unapologetically masculine (though not at all toxic) and came up with a new tagline for launch: Masculinity is not a dirty word.