Topdeck Travel is a group tour operator for 18 to 30-somethings – specialising in guided group tours throughout Europe, North America, New Zealand, Australia and AMEA (Asia, Africa & the Middle East)

With all their paid marketing placed on hold due the COVID-19 pandemic, Topdeck desperately needed to optimise their online trip itineraries and product descriptions to drive customers to their website organically.

The pandemic meant the Topdeck Product Team struggled to confirm logistics for each trip (accommodation, activities and even destinations). Meaning? The itineraries needed to be vague on details but still aspirational and engaging.

Topdeck also had a strict 12 week deadline to get all their trip itineraries online. Averaging between 5,000 and 6,000 words per itinerary, that's like writing Gone with the Wind in three months. Just in case you're chasing a fun fact.

How do you write about a place you've never visited? Lots of research. Working with various teams, I identified the unique selling propositions of each trip and based my SEO research on these.

I worked this research into every itinerary – ensuring they were optimised to drive organic traffic to the product landing pages.

I reworked Topdeck’s generic, lifeless itinerary copy to include pop culture references, fun facts and insights from the on-road employees to help keep each itinerary unique, fresh and engaging.​​​​​​​ I also needed to re-write every itinerary in the brand’s new tone of voice.

Due to the sheer size of the project and the ambiguity caused by the pandemic, my ability to collaborate effectively with various stakeholders was key to action feedback quickly and deliver copy within the defined deadlines.