TONE OF VOICE
copywriting
SKILLS
Copywriting
Creative Concepting
Tone of Voice
CLIENT
Maked Agency x Costa Crociere
YEAR
2022-2023
The CHALLENGE
Write from scratch or rewrite the shore excursions on costacrociere.it with a creative and distinctive storytelling based on travel insights and an original, human-centered tone of voice
Convince the audience that these wonderful experiences were worth purchasing, in addition to the cruise package
Craft the content around the language, interests and needs of the 3 target audiences that usually purchase these experiences (the sightseer, the explorer, the worldwide citizen)
my 2 cents
Develop an immersive and authentic storytelling that brings out the uniqueness of travelling with Costa Crociere
Write from a human-centered point of view, like a friend recounting a real holiday experience
Define a creative concept for each escursion, based on true-to-life travel insights, and develop a whole storytelling around it, from title to description
Avoid the clichés of the classic travel narrative and the typical solutions adopted by competitors to promote their excursion packages
Adjust the storytelling and tone of voice of each content around the 3 main audience clusters, to address their specific travel needs and tastes
Quickly align to Costa Crociere tone of voice strategy, to deliver a solid and consistent amount (about 80 pieces) of content with tight deadlines
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