Consultancy. Rebranding. Digital Marketing Strategy. Content Design. Copywriting.

Case Study: 
transforming a luxury travel and events BRAND

Working with a luxury travel events and experiences client in historic motorsport. FIA affiliated. Prestigious events, including: Formula One British Grand Prix, Formula One US Grand Prix, Silverstone Classic, Monterey Reunion.

Software & Platforms

Mailchimp
Adobe CC (Illustrator, Photoshop, Indesign)
Canva
Affinity
WordPress
Shopify
YouTube
Figma
Meta Facebook/Instagram
Typeform
SEM Rush
Google Analytics and G-Suite
Hootsuite
Slack
Trello

Categories

Brand Strategy
Digital Marketing
Brand Storytelling
Content Strategy
Content Design
Copywriting, Proofreading, Editing
Social Media Content
Email Marketing
Advertising
PR & Communications

The BRIEF

“Make us look good online” – modern prestigious, accessible brand that attracts sponsors, partners, members (HNWI) and fans (motor racing fans – general public).

Work on our brand story, website, emails, socials, digital and print content, advertising, YouTube, PR and communications. 

Increase member bookings, new customers, social & email engagement, ticket sales

THE CHALLENGES

* Limited resource – staff, budgets, time.

* Multiple events to be promoted simlutaneously throughout race events season, whilst also working on brand strategy and foundations of marketing strategy.

* Tight timeline to prepare for the events season strategy and content – calendar, guides, member content (3 months). 

 * At the time, an almost invisible online profile – low engagement amongst website visitors. Low awareness of the story behind the brand, the prestigious event venues and participanting members/cars. Little social media presence. Visual design, look and feel unrepresentative of the modern luxury brand.   

THE SOLUTION

Starting with the brand story discovery of values, vision and goals, I established the tone of voice (TOV), key brand messages and phrasing, visual style guides, content strategy and plans (short, medium and long-term).

Next step, take action! I created design templates, copywriting templates and a content planning process on Google Sheets. Social media planning was on Trello for each event. Communications for multiple events was now in progress.

New content products were created for members and fans. Watchalongs for fans, Special Driver Story feature publications for members. Newsletters for members, partners, media, fans and sponsors. Regular social media content features, and email marketing promotional (and engagement) content. Short-form video content for socials and YouTube was created by reusing longer content.

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Brand Story, Goals, Values, Strategy (Foundations)

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Digital Marketing and Comms Strategy

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Content Creation Strategy and Planning

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Content Design

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Content Copywriting

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Analytics, Testing, Reviewing

*

Feedback and Improvements

OUTCOMES – RESULTS

Email open rates increased by 75%

Website visitor and call-to-action clicks increase

YouTube channel monetized & audience growth

Increased merchandise sales

Consistent messaging and tone of voice

LOOKING GREAT ONLINE!

Time and efficiency savings by using templates

Easy onboarding of freelancers, third-party partners or new staff with interactive content schedules and boards

Regular increases in email list subscribers (consistent new sign-ups)

Increased ticket sales

VIEW PORTFOLIO OF VISUAL DESIGNS AND COPYWRITING FOR THIS PROJECT

 

INTERESTED IN THE DeTAIL? 

MY CREATIVE PROCESS

for CONTENT DESIGN AND WRITING

RESEARCH

I researched the brand, competitors, and market positioning. Also, analytics for different platforms, engagement rates, SEO, trends, keywords, email open rates and click rates throughout the page. This included surveys, interviews and observational studies at media/press/testing events to establish a strong understanding of the brand, its activities, people and key selling points.

TONE OF VOICE

As the tone of voice was inconsistent, I first spent time understanding the core brand story (the values, pain points, the hero, the ‘why’ behind the brand and challenges). I used these to create key brand messages, phrases, tags and visuals to set the tone of voice for the brand. 

DESIGN STYLE GUIDES

Working with third-party agencies who had designed the brand logos, style guides were created. An online content style guide can be similar to brand styles, but often needs an extra layer of styling and content.

RELATIONSHIP BUILDING (STAKEHOLDERS)

As many events were delivered in partnership with venues, it was important to collaborate with marketing, social and design teams for different events. Collaborating of hashtags, press releases, synchronised content, news, and updates. 

COPYWRITING, EDITING, PROOFREADING

A regular part of my work. Every year, an annual brochure/events guide would be sent out to all members. This was a 40-50 page guide with event details, links to accommodation, membership benefits and more. I was involved in copywriting, editing and proofreading. All email marketing, press releases, advertising copy, event details, promotions, sponsor announcements and other material was part of my daily work.

EMAIL MARKETING

The newsletter became more recognised by naming it ‘Wheel to Wheel’ – in line with the brand and its audience. Email content and newsletters were drafted, edited and checked in advance, and special feature publications were sent monthly with links to the website, news promotions of events and merchandise, quizzes for readers and links to watch or read other content (e.g. YouTube).

SOCIAL MEDIA AND YOUTUBE

Regular content was created and scheduled in advance for all channels. Analytics were studied to determine best posting time and days, best types of content for maximum interaction and best content to use for advertising products/events. Trello boards were used to create draft content text and provide content video ideas for race-weekends (used by staff at events as a checklist of content to share with the audience). 

WEBSITE REDESIGN, CUSTOMER JOURNEYS & UX SEO COPYWRITING

As I have a background in Human Computer Interaction, UX writing and systems analysis, before briefing the web-design agency on requirements, I mapped the customer requirements for the brand. Along with this, user workflows and customer journey mapping to ensure that visitors had the best experience and stayed for longer, as well as clicking a call-to-action.

CONTENT PLANNING

After trialling different software, all content was planned through Trello and Google Sheets. Interactive messaging elements made it easy to send tasks to other team members, mark as completed and update the status. The whole team was fully aware of the status for each content task and when each piece of content was scheduled to go out.

BRIEFING THIRD PARTY AGENCIES

Working with different design and freelance teams was fun, but also the briefs needed to be very clear to ensure results were on-brand and needed fewer changes. This kept project costs lower and ensured that all creative teams felt valued for their work.

The world is a silent film – we visualise the words that bring it to life.

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