The challenge
What happens when you launch a travel business in the midst of a pandemic? That’s exactly what happened to Lit and Leisure Travel Agency. They started their company during the peak of COVID and enforced travel restrictions. If only they could see the future like Raven-Symoné. But not all hope was lost. Even though people couldn’t hop on airplanes, this travel agency knew that travel restrictions wouldn’t last forever. The challenge? To prepare eager travelers for future vacations once the travel restrictions were lifted —without needing to be hands-on with their website.
The solution
Lit and Leisure Travel hired me to develop website copy optimized for search engines, keywords, blog topics, and a cornerstone article for frequently asked questions. In a nutshell, I conceptualized an educational travel website that oozed with FOMO and also collected client emails around the clock.
The tagline
Did you know our average attention span is only 8.25 seconds? That’s less than a goldfish. You don’t have much time to capture attention. So I kept the tagline simple and conversational with a question everyone would scream YES to.
Tagline: Ready to take off and check-in?
Here’s what the tagline looks like on their homepage:
The website
I collaborated with Lit and Leisure Travel Agency to create a beautiful, mobile-friendly website using strategic messaging, educational (and sales-driven) blog posts, and highlighted their unique promise of a lit and leisure vacay. Fun fact: I dabbled in WordPress websites as a former food blogger, so I also designed this site and came up with the color palette. Here’s the front page:
The video
I also created a short promotional video for their website and social channels to tap into the excitement of exploring new places and cultures.
The brand archetype
Lit and Leisure Travel Agency is the Seeker Brand Archetype. Their tone is exciting, liberating, and exploratory. When people visit their website, they feel:
- Ready to explore.
- They can access new places, people, and things.
- Liberated.
Credits
Copywriter: Bianca Heath
Website Design: Bianca Heath
Website Video: Bianca Heath
Photography: Stock images
