JENNIFER L. RAINES
Customer Experience Strategy & Writing

CX Writing @ ATJ

CX WRITING / @ATJ

 

ANNUAL CATALOG

The annual catalog was designed to inspire new travelers by clearly presenting ATJ as an industry leader and destination expert and introducing the variety of destinations and travel types available. At the same time, because ATJ had a very high repeat travel rate, it was important that the catalog also reengage reengage existing clients by offering new content and imagery. I adjusted and introduced new copy into the catalog each year with an increased focus on direct quotes from travelers, tour leaders and travel specialists (an approach had proven well received in other marketing materials). I ensured that all content was up-to-date and consistent with other sources (itinerary text, brochures, website, etc.).

itinerary CONTENT DATABASE

I maintained the database of destination content to ensure information was always up to date and on-brand. I added descriptions of new new tours, hotels and activities to the database in the brand tone of voice and style. An updated itinerary is sent to all travelers before they depart as part of their final travel documents package (pictured below), so it is important that this information be correct and consistent with what they experience on the ground in order to satisfy expectations.

 

MAINTENANCE of practical information content

I maintained physical documents and a section of the website containing all practical details of trip planning (passports, visas, insurance, terms and conditions). I ensured consistency of this content across touchpoints and was responsible for revising existing content, ensuring links were functioning, introducing new content as regulations changed and ensuring that all content was clear and easy to understand for our clients.

CX Writing at ATJ

ATJ (atj.com) is the premier US-based, luxury tour operator specializing in Asia and the Pacific region. They have been offering custom and small-group trips to the region since 1987 and have cultivated a reputation for excellence.

Challenge

ATJ’s success is based on its reputation as niche expert on luxury travel in Asia and the Pacific. It was important that all material from the brand reflect this reputation, be accurate, up to date and consistent, and also interesting and inspiring.

Solution

Ensure consistency of destination and practical information to build trust and maintain traveler confidence while changing tone of voice slightly across the guest journey (from inspirational pre-booking, to informational pre-travel and a combination of both during travel).

MY ROLE

I served as Publications Manager and later Director of Content Marketing at ATJ. In both roles, I was responsible for ensuring all existing content was correct and up to date and writing a new content for the web, catalog, brochures, practical information, etc.. I collaborated closely sales and operational staff as well as an external design and marketing agency.

How I helped

  • Mapped publications and content to ensure updated information was changed quickly and holistically

  • Wrote and refined copy for annual catalog

  • Updated existing and wrote new hotel and activity descriptions in brand tone of voice for insertion into personal travel itineraries

  • Wrote and adjusted copy for the website to support SEO goals while maintaining brand tone of voice and positioning