Copywriting Blog

Welcome to the August edition of our Travel Digital Digest. As you can imagine, a lot has taken place since July, with many people heading on holiday. It is now more important than ever to keep updated with industry news, and with the travel world constantly changing, you should ensure your content marketing strategy reflects this. From travel strikes to new technology and wildfires, we take a look at the industry news you should know. Greek wildfires force evacuation Hundreds of tourists have been evacuated from hotels and beaches in Greece due to an outbreak of wildfires. The BBC reported how residents and holidaymakers on the island of Samos were forced to evacuate while firefighters dealt with the wildfires, which have spread due to high winds and dry conditions. The Foreign and Commonwealth Office has updated its travel advice, and has warned of a high risk of fires breaking out on other Greek islands, such as Crete. BA announces...

If you’re fed up of being told to ‘picture yourself on a beach, under a palm tree, with azure blue waters lapping at your feet’, then join the club. Travel copywriting should be an effective way to craft engaging content that elicits a sense of adventure in the reader, but so often we see the same old tropes being used to, at best, mediocre effect. Below, you’ll find a few of our all-time most hated travel writing cliches. Did your bugbears make the list? ‘Golden sands’ We don’t know about you, but we’ve never actually seen sand that glitters and radiates the same warmth as gold. Most of the gritty stuff that we’ve walked and laid on has been a dull beige colour, but nice enough to while a few hours away on if the weather is warm. As we see it, beaches come in pebble, black sand and regular sand varieties. All have...

Clothing website ASOS uploads 5,000 new products every day. Fashion retailer Next has enjoyed better-than-expected sales at high-street stores this summer. And bastion of cheap super-fast fashion, Primark, reported a rise in half-year profits of 25%. But despite this, and our seemingly never-ending love of quick fashion fixes, could the fast fashion industry be about to hit troubled times? We take a closer look to find out if fast fashion is losing its allure. When did fast fashion begin? Although first launched in England in 1973, it wasn’t until the mid-2000s that fast-fashion stalwart Primark took over the UK high street, leaving other stores quaking in their kitten heels. As a nation we shopped and didn’t stop. Never before had we seen clothes so cheap, and suddenly we could afford to switch up our wardrobe just like that – with a new outfit for every night out. But with the rise of awareness about sustainability,...

Question: how do you decide whether to read a piece of content? The answer, almost without exception, is the headline. The headline tells us what the text is about and tempts us to read on. You can craft the most compelling piece of content in the world, but without an attention-grabbing headline it's nigh-on pointless. As a copywriting agency, we understand the importance of getting the headline right – but just like the rest of your content, it takes skill, talent and thought. Although every piece of writing should be approached individually, there are some universal rules which help to create a memorable headline. Here are a few ideas, along with some examples, to get you started. Understand your Subject This may sound obvious but before you write your headline, you need to establish the main point of your piece. Your writing may cover various topics but there should be a central theme which...

Travel is the second-fastest growing industry in the world and has outpaced global GDP growth for the eighth year in a row. It doesn’t stop evolving, and brands are always on the lookout for new ways to market and target their audience. Unfortunately, adopting new technology or publishing high-quality travel content isn’t what most brands are opting for – instead, they’re turning to influencers. Influencers are people who have considerable reach through their social-media accounts, and have access to a potential customer base that travel brands find very appealing. They bridge the gap between brands and target markets, offer quick ways to engage with large numbers of people, and can help improve social-media visibility. They can also help diversify your content strategy, especially if you’re lacking the reach, followers or ability to use social media. But (and that’s a big but), there are influencers who are slowly killing the travel industry. Just here for the 'gram Influencers...

When writing an article, blog, or piece of content, do you struggle to find the right opening sentence? If you find it difficult to get started, it’s useful to know there are a few proven techniques you can rely on. Every writer knows that the first paragraph or two needs to be compelling enough to grab attention and make the audience want to keep reading. In our copywriting agency, we have a team of outstanding copywriters who know how to deliver exactly what the reader wants to see. If you use one of the techniques described below, you’ll be well on the way to creating the same unmissable content. Here’s a look at some tried-and-tested ways to structure your intro, including examples of how they work. Get Attention With a Question One of the biggest challenges every writer faces is how to make content relatable to the reader. To arouse interest and keep reading, the...

When you think of cruise ships docking in ports around the Mediterranean, the image of the passengers disembarking for their day isn’t usually one of youthful vigour. Cruises have long been thought of as the holidays of choice for the over-60s. And why not? When all you have to do is get yourself to the port at the start of the cruise, they’re a great way of seeing a handful of different countries in one go, with minimal effort on your part.   However, things are changing. Cruisers have either discovered exceptional skincare regimes that roll back the ageing process and are fooling us all. Or, more likely, the people who choose to holiday this way are turning up before they’re eligible to collect their pension. So what’s going on? Ad-Rank digs deeper. A better vacation   According to research carried out by Cruise Lines International Association:   'younger generations…are embracing cruise travel, rating it as a better vacation type...

Blockchain and travel – two words that invoke a lot of feelings on their own, but mostly confusion when combined. While blockchain may sound overly technical and complex (because, well, it is), we promise that its potential benefits to the travel industry are phenomenal.   When you think of travel companies, you may think that their content is the most important part of the package. While it's a huge part of the marketing mix, the logistical side is just as crucial, and this is where blockchain can make its mark.   Blockchain is a rather misunderstood protocol born of the crypto-currency age. It was originally designed for Bitcoin and Bitcoin transactions, but boasts extra security, boosted efficiency and reliability. It can create palpable, real-time results, such as faster and easier data access and cost reductions for businesses and customers. Therefore it's unsurprising that this nifty system is already making waves in a variety of sectors, from...

Welcome to your July Travel Digital Digest. Time flies in the world of travel and with summer in full swing, we share some of the biggest highlights from July. With constant changes and developments, it's crucial you keep updated and ensure your copywriting strategy reflects this. From a new UK boss at Wendy Wu to new flights on Wizz Air, here's our latest round-up from the world of travel. Sri Lanka woos new visitors The Sri Lankan government has announced a visa waiver fee for six months for selected countries, including the UK. The move is aimed at boosting tourism, following the terrorist attacks in the country earlier in the year. If the trial is successful, it may be rolled out for a longer period. A 30-day double-entry visa to Sri Lanka currently costs Brits £27. Previously, UK nationals could only get a free ‘transit’ visa if they pass through Sri Lanka and stay...

If your travel blogs are struggling to get out of the slow lane, then it may not be the writing that's the problem – it's the images.   You may have immaculate intros, beautifully written blog posts and snappy conclusions, but if your travel images don't cut it, then you are missing a huge opportunity to engage with your audience.   So, not only does your copywriting need to be first class, your images do, too.   Make your brand stand out The old saying that a picture is worth a thousand words has never been more accurate in travel writing.   Every brand is looking for their next piece of viral content and the right image could be just what you are looking for. With careful research and planning, the simplest image ideas can be the trick to what makes your brand recognisable.   Example: Photographer Murad Osmann went viral after uploading a photo of his wife leading him through the streets of Barcelona....