Brand Content/Storytelling
Spot-on creative is the difference between making a splash and meh. I write Brand Content that generates excitement, clicks and calls; Ad Copy with right brain leads and left brain hooks; Corporate Communications that distill, define and deftly articulate brand positions and products. Following is a small sampling representing my two decades of experience writing website content, ad copy, EPKs, press releases, speeches and all manner of marketing collateral for corporate clients, ad agencies, major retailers, consumer products companies and travel-related services.
Projects include:
Battle Motors: Native advertising article on behalf of electric vehicle start-up Battle Motors. Written for a leading trade publication, the piece is a deep dive into the details on why EVs present a smart, future-focused solution for vocational vehicles in particular.
Kimpton Hotels: Wrote full website content for more than a dozen Kimpton Hotel site refreshes and redesigns including a mix of both new and high-profile properties such as San Francisco’s Buchanan Hotel, the Sir Francis Drake Hotel and Canary Hotel Santa Barbara. Also a lead copywriter on relaunch of Kimpton’s main corporate site. Took leading role in creating new brand voice, tailoring content for various markets and writing for SEO optimization. Also wrote direct marketing copy and website ad units as necessary.
LifeIsSuite.com: Served as Southern California Editor for lifestyle blog published by Kimpton Hotels & Restaurants, writing about all things food, wine and wonderful in SoCal. My job was to integrate brand and destination storytelling while providing authenticity and relevance for the reader.
Visit California: Wrote extensive editorial content for revamp of Visit California (California Tourism) online press room. Projects included researching, writing and editing multiple press releases, story starters and other branded editorial materials to effectively tell the many stories of California’s $144 billion (2019) travel and tourism industry (2.5 times larger than Florida). Examples of content written include California’s most “Instagrammable” attractions, best star-gazing in the state (the ones in the sky, not the kind in rehab), Cali’s high-flying craft spirits industry and an overview of the Golden State’s agricultural bounty.
Los Angeles Auto Show (LAAS): Researched and wrote all major press releases for 2011, 2012 and 2013 Los Angeles Auto Shows, including releases covering Vehicle Debuts, Advanced and Green Technology Vehicles, and the introduction of the new Advanced Technology Showcase which all received broad pick-up by both national and international media. Also wrote special direct email communications such as LAAS Wrap-Up newsletter.
House of Blues Foundation: Created concepts, wrote taglines and copy for series of brochures and ads promoting program that raised funds to donate musical instruments to students from marginalized communities. Target market/venues included film and music industry high net-worth individuals and prestigious outlets such as Grammy Awards program.
Volvo USA: Wrote tag-line used nationally and at auto shows by Volvo USA for launch of top-selling C30 “hot hatch” vehicle.
Toyota USA: Developed visual concept and tag-line for Toyota 50-Year Anniversary ad.
ASPCA: For three consecutive years, wrote all event remarks for Emmy-award winning newscaster Chuck Scarborough, emcee of the ASPCA’s annual Humane Awards Luncheon.
Art Center College of Design: Wrote a series of studio recaps for prestigious art and design school’s Design Matters program chronicling students’ semester projects from inception to final gallery shows and presentations.
Tommy Bahama: Interviewed top company executives and wrote multiple brand press releases including 20th Anniversary, Tommy Bahama National Relaxation Day program and partnerships with Major League Baseball.
Tahia Pearls: Wrote full website content designed to bring to life brand and product story of a family-run, award-winning pearl farm located in French Polynesia. (link)
Salvage: Wrote press materials for premium fashion label Salvage
Hacienda Xcanatun: Directed blog design, wrote and manage all branded content for four-star luxury hacienda hotel in Merida, Mexico.
Los Angeles Magazine: Wrote special section on Hollywood’s urban renaissance featured in Los Angeles magazine.
Hollywood & Highland: Created name and wrote debut design release for Hollywood & Highland’s multi-million dollar destination spa, Spa Luce.
Video Systems: Wrote game missions and multiple ads tailored to US videogame market for Japanese game developer.
Hawaii Visitors Bureau, Scottsdale Convention & Visitors Bureau and Phoenix Convention & Visitors Bureau: Consulted on website design and wrote all content, wrote full press kits as well as multi-page advertising supplements covering culinary, adventure, spas, shopping and other attractions.