Smart, practical content marketing for travel brands that want bookings, not buzzwords.

Vintage Travel asked for a customer magazine that would inspire existing customers to book again, without ever feeling like a sales brochure. Their audience is discerning, well-travelled, and highly allergic to marketing fluff. Every word had to feel measured, credible and confident.

The magazine ran to 150 pages and covered France, Spain, Italy and Greece, blending practical travel guidance with aspirational storytelling, from destination overviews and cultural highlights to food, family activities, and detailed write-ups of individual villas. The recommendations and stories were largely mine to find. I dug out the destinations, angles and details worth featuring, then wrote every word of the copy.

“The aim was to spark ideas, build trust and gently guide readers towards booking. The magazine did all three — and Vintage saw bookings rise 22% in the months that followed.”

I worked closely with destination specialists and internal experts to make sure every recommendation was accurate, current and genuinely useful. Nothing was included unless it could be verified and confidently endorsed by the business. The tone was deliberately inspirational but grounded. Mailed to 8,000 existing customers, the magazine landed as a printed, beautifully photographed object that earned its place on the coffee table.

Bookings rose 22% in the months that followed, and Vintage subsequently commissioned the website copy rewrite that extended into a multi-year engagement.