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)

After a huge rebrand in October 2019, Topdeck Travel needed new trip itineraries for their 2020/21 product brochures. The new itinerary copy needed to align with their funky new branding and fresh tone of voice – while also succinctly communicating the functional aspects of the trips.

Collaborating with the design, marketing and product teams – I crafted fun AF short-form copy for the itineraries, replacing the stuffy and long-winded paragraphs in previous brochures. Oh, I proofread and copyedited all three regional brochures too. Minds were blown.

These new print brochures were an essential aspect in Topdeck’s brand launch – and had a lot riding on it. So, all content and copy decisions had to (carefully) balance both B2B and B2C objectives.

In the B2B corner, the brochures needed to be informative and practical for travel agents selling Topdeck tours in affiliate stores across the globe.

And in the B2C corner, all content had to engage direct customers in the early stages of their journey and inspire them to make direct online bookings.

Above all, it was essential to capture the new brand personality and make the copy fun and exciting to read.

Working alongside the brand and design team, we ditched the generic long-winded itinerary text across the product pages. Replacing it with authentic witty captions and fun scrapbook-style notes to highlight unique aspects of each trip – like a Tuscan wine tasting in Florence or felucca sailing in Egypt.

Based on brand insights and consumer research, we shifted the focus of the content to showcase Topdeck’s unique selling propositions – rather than just giving a blow-by-blow run down of each trip.

This included tips from Topdeck’s uber-passionate trip leaders and ‘HQ’ employees, fun tit-bits about the food passengers could expect to try on the trip and ‘fun facts’ highlighting the culture of the trip destination.

And acting on survey feedback from travel agents selling Topdeck products, I included the functional bits they needed to sell trips but cut out the fluff – keeping things clear and concise.

The copy I wrote across each brochure is sharp, witty and confident. It showcases Topdeck’s quirky brand personality, passion for travel and giving their customers a once-in-a-lifetime experience.