Too Fun To Focus Campaign
To drive discovery of bookable experiences, Tripadvisor launched a global, full-funnel summer campaign. Serving as the lead copywriter, I authored a cohesive narrative across all touchpoints, from high-impact OOH billboards in New York and Las Vegas to email, on-site placements, and paid social ads.
The campaign received a Silver Stevie Award and was shortlisted for The Drum Awards.
App Onboarding
Overhauled onboarding copy to inject Tripadvisor’s iconic personality into the first touchpoint, turning a functional sign-up flow into a compelling invitation to explore.
Destination Descriptions
Refreshed city descriptions to unify the global brand voice. This project involved synthesizing destination information into concise, engaging overviews that serve as the primary inspiration point for millions of monthly visitors.
Travel Astrology Organic Social Series
Developed a social series connecting zodiac traits to travel. By aligning destination discovery with user identity, the series drove increased shares, saves, and community interaction.
App Awareness Campaign (Google Demand Gen Videos)
Ideated and scripted videos designed to scale Tripadvisor app installs. I developed unique narrative arcs for each core value proposition—from “convenience” to tailored recommendations—ensuring every script was optimized for early hooks and clear, actionable CTAs.
Hotel Awareness Campaign (Google Demand Gen/Paid Social Videos)
Developed a series of conversion-focused scripts optimized for Google’s placements. I focused on high-retention storytelling and platform-native hooks to drive awareness and direct-to-site traffic for Tripadvisor’s bookable hotel inventory.
