Following Topdeck Travel's global rebrand, I led the content development of its 2020/21 product brochures across Europe, Asia, Africa, the Middle East, Australia and New Zealand.

Working alongside the brand, design and product teams, my role was to translate Topdeck's refreshed tone of voice into engaging customer experiences that inspired travellers and supported commercial objectives.

This project required strategic content decisions across multiple global markets, balancing storytelling, customer needs and practical product information across more than 100 itineraries.

The brochures needed to work hard for multiple audiences and purposes.

For travel agents (B2B), they needed to communicate key product information clearly and support conversations with prospective travellers. For customers (B2C), they needed to inspire confidence, build excitement and encourage direct bookings.

At the same time, the content needed to:

• Bring Topdeck's new brand personality to life.

• Showcase the unique value of each itinerary.

• Support customers in the early stages of their decision-making journey.

• Differentiate Topdeck from competitors in a crowded travel market.

• Balance practical information with engaging storytelling.

Topdeck's previous brochures relied heavily on long-form itinerary descriptions and functional product information. Following the rebrand, there was an opportunity to completely rethink how customers experienced the content.

The challenge wasn't simply writing new copy—it was determining what information mattered most to travellers and how it should be presented to make it both useful and memorable.

Every content decision needed to balance:

• Audience needs and expectations.

• Brand voice and personality.

• Commercial objectives.

• Information architecture and readability.

• Stakeholder requirements across multiple teams.

Rather than rewriting existing content, we took a customer-first approach to reimagining how Topdeck's itineraries were presented.

Working collaboratively with brand and design stakeholders, I developed short-form, highly scannable content that prioritised authentic travel experiences over lengthy destination descriptions.

This included:

• Highlighting the unique selling propositions of each trip.

• Developing engaging scrapbook-style content elements and creative captions.

• Incorporating insights from passionate trip leaders and HQ staff.

• Showcasing cultural experiences, local food and hidden gems.

• Aligning all content with Topdeck's refreshed tone of voice.

The result was content that felt less like a traditional travel brochure and more like an invitation to experience the trip itself.

Delivered content across three global product brochures and 100+ itineraries.

• Successfully launched alongside Topdeck's global rebrand.

• Translated a new brand strategy into customer-facing experiences across multiple international markets.

• Collaborated across brand, design and product teams to deliver the project on time.

• Created content that balanced audience needs, business objectives and brand storytelling.tem description