• In response to many customer queries about environmental issues, elephant rides, political boycotts, etc., TravelLocal wanted a ‘Responsible Travel Charter’ to establish their brand position on ethics and responsible tourism.

• I interviewed TL and their tour operators on many sustainability topics, and created a set of guidelines to communicate this to their audience.

• Marrying premium travel with sustainability can be tricky, with lots of grey areas to balance. It was key that the piece was tackled sensitively, totally avoided greenwashing, and used a tone that was clear, persuasive and informative, but never judgemental or preachy.

TravelLocal’s Ethical Charter became the ‘Reimagine Travel’ section of their website, showcasing key messages for the brand’s identity.

These guidelines played a key part in educating their customers, forming their brand belief system, and their becoming B Certified in 2024.

This was just one piece of extensive content I’ve produced for TravelLocal. I write monthly SEO/AIO blog posts in collab with their Content Lead, and have produced web copy, e-guides and social media content.

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