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’ve directed content strategies, including 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 like purchasing flight tickets on Sunday saves you more money.
I audited competitor emails and researched information using previous Expedia studies as well as used 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.