Challenge As the first writer developing Booking’s next product offering, I was tasked with defining the voice, brand messaging, and value propositions for the product.
Contribution Using data from market research, I developed a tone of voice that centered on families, the primary booker of these property types. I created value propositions that highlighted our brand strengths and differentiated us from our competitor and collaborated with my designer to deliver a landing page to drive new customers into our funnel.
Impact Over the course of two years I developed, validated and codified the guidelines and guardrails for writing copy for vacation rentals. Our experimental product launch was wildly successful and our small team grew rapidly to become Booking.com’s most significant business offering.
