Managing multichannel campaigns for British Airways Holidays
- Nov 14, 2023
- 1 min read
Updated: Feb 9
For more than five years, I have served as the lead travel writer for British Airways Holidays on their flagship commercial campaigns in partnership with the Daily Mail and its associated publications. This is a long-standing collaboration where I act as a key editorial bridge between the brand and a high-intent audience of millions.
Working in close partnership with the MailMetroMedia commercial team, I operate as an extension of their editorial arm to ensure every campaign is both aspirational and action-orientated.
My work spans the entire media mix. I develop high-converting digital content, engaging email marketing, and meticulously researched, glossy print pullouts. Whether it’s a quick-read digital listicle or a 16-page aspirational supplement, the goal is always the same: to inspire immediate travel intent.
I don't just write to a brief; I work with the commercial teams to shape the narrative of the campaign. By understanding the specific goals of British Airways Holidays, whether it’s promoting a seasonal sale or highlighting a new destination, ensure the copy aligns perfectly with the overarching marketing strategy.
My background in editorial copywriting for national newspapers allows me to create commercial content that feels authentic and trustworthy. By maintaining a high editorial standard, I ensure that these campaigns resonate with the Daily Mail readership, building a sense of credibility that drives direct bookings.
Looking for a lead writer to drive your next major travel campaign?
