Redefining Titan’s escorted touring through aspirational content

In the mature and highly competitive escorted touring sector, the challenge for a brand like Titan is differentiation. 

While many operators focus on the logistics of an itinerary, Titan’s strength lies in the depth of the experience. For several years, I have worked as their trusted content creator and strategic commercial partner in collaboration with MailMetroMedia, crafting narratives that elevate the brand's offering and speak directly to a discerning, adventure-seeking demographic.

Escorted touring often suffers from itinerary fatigue. My approach, in partnership with Titan and the MMM commercial team, has been to recalibrate the conversation, moving away from a list of destinations and toward aspirational travel storytelling. 

Working across multiple campaigns, we have ensured that Titan’s unique selling points, such as their door-to-door VIP service and expert-led tours, are woven into compelling, destination-first narratives.

I focus content on the soul of a destination, using that as a hook to highlight a specific river cruise in Europe or a grand tour of the Americas. The copy is designed to make the reader feel the experience before they ever see the booking page.

In a market where multiple operators offer similar routes, I use my background as a travel expert to identify and lead with the unique Titan angle. This involves creating high-quality, editorial-style content that gives the brand an authoritative, expert voice.

I work as a seamless extension of the MMM travel commercial arm, ensuring that Titan’s marketing goals are met with editorial rigour. We don't just promote a tour; we build a narrative that justifies Titan's premium positioning in the market.

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