Increasing engagement during a critical time for travelers and Expedia partners.
Client
Expedia
Year
2019-2020
Industry
Travel
Hospitality
Format
Content marketing
B2B marketing
Case studies / Success stories
Crisis communications
Expedia Traveler Group
I joined the Expedia CAPS team to support the Seattle office as their Senior Copywriter and Content Strategist. CAPS is an internal creative team that partners with Expedia’s global teams to produce content strategies and creative campaigns.
I led content audits and content inventories, to enhance the user experience for Expedia’s products. After presenting the strategy to stakeholders and the creative team, I took their feedback and wrote copy for final production. I wrote copy for several marketing assets including landing pages, microsites, emails, app tiles, homepage tiles, paid and organic media, and more.
Onboarding Welcome Email Series
The Loyalty team’s stakeholders and CAPS kicked off two new emails to add to the welcome series. The welcome series is sent to new Expedia Rewards members, who we know are excited to save on travel. We decided one email would be information from a large Expedia and ARC study filled with helpful ways for travelers to save. Fun fact: Did you know purchasing flight tickets on Sunday saves you more money?
I audited competitor emails and researched information using previous Expedia studies and best practices to guide my strategy. Using Expedia’s resources, I gathered information on our target audience from what messaging, tone, words, and content interest our customers. For example, customers respond more positively when information is given from an authentic source. I presented the strategy to our stakeholders to discuss feedback and ideate a final email. After discussing feedback, I developed the copy and worked with a designer to create the final email below.
Expedia’s Travel Partner Group
I transitioned to a full-time position as a Content Marketing Manager with Expedia’s Travel Partner Group (TPG) to drive content marketing initiatives for Expedia’s global lodging partners, starting with the content development and design of our Partner Resource Center. But, only two weeks into my new role, the COVID-19 pandemic restricted travel and hoteliers were forced to shut their doors. With the situation rapidly evolving, I helped TPG pivot messaging and shape a new content strategy. Here are a few projects I worked on:
Resource Center
I launched the Resource Center, which included COVID-19 resources, that harnessed the power of storytelling to empower hotel partners during unprecedented times, making our communications more engaging and relatable.
Success Stories
I initiated partner success stories (case studies) to empower Expedia's global market managers in their engagement with hotel partners. This involved cross-departmental collaboration to select partners aligned with our 2020 objectives, training stakeholders in partner interviews, and creating engaging narratives to share our partners' stories.
Content Style Guide
I spearheaded the development of the TPG content style guide by conducting research, writing, and strategically collaboration with the Expedia and Vrbo teams.
