Copywriter & Creative
This is Beyond
This is Beyond is an immersive events company that creates B2B tradeshows and networking experiences for suppliers, buyers and media in the high-end travel industry. It is the parent company of PURE Life Experiences, L.E/Miami, We Are Africa and Further East - separate events and brands catering to different sections of the industry, all of which I have worked on.
I was an in-house copywriter for three years, during which time This is Beyond went from being a holding company with no brand identity to a fully formed entity with a clear tone of voice, brand proposition, and online and physical presence. My role in this development included creating an employee handbook, writing communications from the CEO, establishing internal and external newsletters, and launching the company's Instagram account.
Employee handbook
When the company rebranded in 2019, an important aspect of the launch was communicating the new brand values and key messages internally to employees - ensuring everyone felt engaged, enthusiastic and aligned on how to speak to clients.
As part of this initiative I wrote a team handbook, which conveyed the story, mission and values (and some of the office vernacular) to make new recruits feel welcomed - in a humorous, on-brand way - and reconnect existing employees with what the company stands for.
Email newsletters
With more of our existing event audiences becoming familiar with This is Beyond, we developed a newsletter campaign to engage - and unite - members from across our global communities.
The content was a mix of industry trend reports, videos (produced in-house) spotlighting members of our communities, and client-sponsored advertorials. It also included an intro from the CEO and sales banners for our other events.
Social media
Following the successful relaunch of This is Beyond, we wanted to expand the brand's online presence to grow awareness among existing and new audiences. The aim was to engage followers with core brand messaging while also showcasing the human side of the company.
As the platform most used by our event delegates, and the most conducive to the type of content we wanted to share, we targeted Instagram with a combination of graphic design-driven posts, imagery from our events, photos of the team and job vacancies. We were able to quickly grow This is Beyond's followers, introducing clients and potential new employees to a variety of business- and people-focused content, which was well engaged with and significantly supported recruitment.
Open letter from CEO
To coincide with the relaunch of This is Beyond, the company sent out an open letter to our entire client database from the CEO, detailing the reasons for the rebrand, name change and new mission statement.
I interviewed the CEO and wrote a clear, segmented piece of content that added his personality, tone and emotion to give customers an insight into the brand journey. It was extremely well received, generating a significant amount of online engagement and email responses from clients who connected with the new direction of the company.
Awards campaign
In the build up to the rebrand, the company launched its first-ever internal awards, with each category based on one of our brand values. Employees had to nominate each other for work that represented what the company stands for.
To encourage nominations I created an email and poster campaign (see left/below) and also coordinated an awards ceremony at a small theatre in Italy during our company retreat, which included scriptwriting and event production. The awards were a success and are now an annual tradition.