Copywriter & Creative
L.E/Miami
Created by parent company This is Beyond in 2013 and held on Miami Beach, L.E/Miami is a B2B trade event dedicated to the thriving high-end contemporary travel market. The show promotes luxury properties offering unique, design-oriented and personalised experienced aimed at the creative class traveller.
Across almost three years working on the brand, I created email, social and video copy to support the sales cycle and marketing campaigns, developed concepts for physical brand activations, and led a comprehensive review of the event branding. I also wrote a number of a long-form content pieces to attract new customers and retain our core audience.
Brand book
After seven years building a dedicated community, L.E/Miami wanted to rebrand the event with a more sophisticated look and tone. The objective was to maintain and evolve the witty, confident personality the brand had cultivated into a more sophisticated client proposition.
I led the rebrand from concepting to completion, liaising with the CEO, event director, marketing manager and sales team to deliver a project that encompassed all aspects of the brand. The brand book formed the basis of subsequent marketing campaigns and web copy (that you can read here), which I also wrote.
Content writing
As part of a customer acquisition campaign, we produced long-form, trend-driven content to provide business value for potential clients and drive applications.
I wrote articles on a range of topics, from corporate diversity & inclusion (also included in a print magazine, excerpt contained here) to executive-led activism, which involved interviewing our CEO for content. These were hosted on our blog site and promoted via social and email campaigns to grow brand awareness and engagement.
Email marketing
L.E/Miami launched a new programme exclusively for top-tier industry leaders, the L.E/Master Pass. This bespoke product featured thought-leadership, networking and bespoke content.
I created the name, positioning and key messaging for the new sub-brand, developing an email campaign to target a new audience based on the personal and professional benefits of the programme.