Travel Guides

Strategy and Writing

Project:

Working with El Camino Travel to lead the creation of destination guides that reflect the heart of their brand—bold, inclusive and culture-forward. I deeply understood El Camino’s audience, mission, and tone, and made sure every element of the guides reflected that. These weren’t generic lists of restaurants and landmarks, but places that aligned with El Camino’s values, celebrated local culture, and represented the kinds of businesses and communities their travelers want to support. My focus included:

  • Shaping the editorial direction of each guide to reflect El Camino’s brand and offer a fresh, values-aligned perspective on each destination i.e Jamaica beyond its all-inclusive resorts and a London culture guide that celebrates its Black and Asian communities

  • Carefully curating recommendations that aligned with the brand’s ethos—highlighting local, women-owned, BIPOC-owned, and culturally rooted businesses

  • Conducting in-depth research to keep content fresh, accurate, and socially relevant

  • Avoiding travel clichés and outdated tropes—focusing instead on what’s new and often overlooked

  • Interviewing and collaborating with local experts and tastemakers to bring authentic, on-the-ground insight

  • Creating social media posts and newsletter copy to promote the guides across platforms