Back-Roads Touring have spent over 30 years operating luxury mini-coach tours across Europe. They’re experts in small group travel for the 50+ demographic –focusing on off-the-beaten-track destinations and authentic local experiences.

With COVD-19 taking the travel industry by the balls in 2020, booking flexibility was the #1 consideration for travellers booking a holiday post-pandemic.

Reacting to this industry-wide trend, Back-Roads created new booking policies that provided more flexibility and peace of mind for their customers.

I was asked to create engaging and informative copy for a new website landing page, as part of a wider marketing campaign and strategy.

My copy needed to clearly and concisely outline the new policies, while adhering to strict legal terms and conditions – that I proofed and edited.

The landing page content had to provide readers with a sense of authority, to help evoke trust in the brand.

And it needed to build excitement at the prospect of travelling again, whilst also being empathetic to the complicated and traumatic global situation.