Positioning Trailfinders as the leader in tailor-made travel
- Sarah Gordon
- 1 day ago
- 2 min read
Trailfinders is the UK’s leading name in tailor-made travel, and I have worked on multiple high-profile travel article campaigns in partnership with MailMetroMedia to reinforce that position.
These campaigns typically involve a three-way collaboration between Trailfinders and a major airline, such as Singapore Airlines, or a local tourist board, such as Tourism Australia. It means they require a sophisticated narrative that serves multiple brand goals simultaneously.
My role is to act as the primary travel storyteller for these complex partnerships. I create immersive, destination-led content that first captures the reader's imagination, before seamlessly positioning Trailfinders as the essential partner to make that journey a reality.
I craft deep-dive content that explores the why behind a destination. Whether it's the cultural intricacies of Singapore or the vast, untamed landscapes of Australia, I lead with high-end editorial that makes the reader feel the experience.
These campaigns then require a strategic pivot from inspiration to the operator’s expertise. I weave in Trailfinders’ unique value propositions, such as their ability to plan every detail of a complex trip, their expert-led tours, and the enriching additions that turn a standard holiday into a tailor-made adventure.
As the editorial partner on these campaigns, I manage the delicate balance of promoting the destination or airline’s USP while ensuring Trailfinders remains the hero of the how. By doing so, I help position them as the ideal tour operator for those seeking more than just a flight and a hotel.
By providing a reliable stream of expert, aspirational content that highlights the ease of booking complex itineraries, I’ve supported a strategy that drives both engagement and high-intent bookings. And the MMM team returns to work with me time and again for my ability to navigate multi-partner requirements while keeping the focus firmly on the guest's desire for an enriched, bespoke travel experience.
Looking for a strategic partner to turn destination inspiration into direct bookings?
