Writing Samples
The written word has been a centerpiece of all my professional roles. Here you can get a feel for my writing style with a few posts I developed the ideas for and wrote at Cheapflights, as well as a story I pitched and wrote for The Rivers School's alumni magazine.
11 Packing Personalities: What your suitcase says about you
Core objective: press pick up for top-of-mind brand awareness
Results:
- widespread global media pick up including features in Reader's Digest, (online and in print), HuffPost, news.com.au and South Africa-based Get It
12 Things travelers forget (and How to make do without them)
Core objective: press pick up and referral traffic for brand awareness
Results:
- national media pick up including features in Out Traveler, and HuffPost
- 55,000 visits
Kama Seatra: What's your sky-high slumber style?
Core objective: press pick up for top-of-mind brand awareness
Results:
- global media pick up including mentions in The Sun and Latest Nigerian News
Educators as Experts: Faculty members pursue paths of excellence
Core objective: raise school profile and engage with school alumni to encourage future gifts by showing the positive impact of giving
Results:
- contributing to increased alumni engagement and giving participation levels
Real or Replica? 12 carbon Copies of world-famous landmarks
Core objective: press pick up for top-of-mind brand awareness
Results:
- national media pick up including features in HuffPost and the Toronto Star
Digital Campaigns
#ExportYourself for Cheapflights.ca
Campaign overview:
#ExportYourself was designed to drive brand and product awareness, engagement and intent. Via a partnership with McCann London, we capitalized on the 2016 political climate and the idea that Canadians are universally known as super nice, kind people and encouraged them to “export themselves” to help save the world. To achieve this message, we created a series of three videos in which our hero told fellow Canadians it’s their patriotic duty to travel more and spread their awesomeness around the world.
We chose an all-digital approach for easy delivery and straightforward measurement capabilities, looking to Facebook’s reach and frequency tool for a cutting edge approach to content delivery. Reach and frequency allowed us to buy media space up front and deliver content using a sequenced approach at a set frequency. Running the core portion of the campaign on Facebook also offered us brand loyalty development opportunities through direct engagement in 1-to-1 conversations, better establishing and propagating our unique Cheapflights tone of voice. The campaign was covered on strategyonline.ca, a Canadian marketing publication.
Results:
Catflights filter for Cheapflights.com
Campaign overview:
To use April Fool's Day as a means of drawing attention to our brand and core flight search product, we ran a scrappy one-day content campaign. The campaign, which was fully developed and executed in-house, centered around a joke that we had developed a filter to allow users to search for flights that would have cats on board. With a landing page, video and plenty of cat puns, we worked closely with our wider marketing team to successfully drive a spike in brand awareness and engagement across PR, SEO and social media.
Results: