national consumer

National consumer highlights have included creating a fresh new tone of voice for established 'household name' brands, as well as generating national press coverage for a number of local, independent businesses via a consortium initiative. My services in this area are frequently white-labelled by national creative agencies.

zest car rental (via national digital agency, applinskinner)

Whilst working with award-winning digital agency ApplinSkinner, I was fortunate to be part of the successful re-brand of Economy Car Hire to Zest Car Rental. Zest have a great reputation and a loyal customer-base. It was important that there was a new tone of voice to reflect the new look and direction of the company, whilst reassuring customers that they could expect the same high level of service, honesty and competitive pricing. I provided

• Copy style guide
• Travel guides
• Blogs
• Straplines
• Content for web pages and direct marketing

bounty

Bounty is one of the largest sources of online support for new parents and parents-to-be. There was a wealth of information on the previous Bounty website, but the tone of voice was dated and didactic. Bounty wanted to be mum's-best-mate rather than overbearing-auntie. They wanted copy that was engaging, light-hearted and reassuring, that included SEO keywords and phrases and was written to a defined word count within a tight time-frame. I was one of five copywriters used for this project. I scored the highest for tone and style during the test stage and client feedback was that readers rated my articles as most engaging. 

blue otter trail

The Blue Otter Trail was an initiative I coordinated with independent food and drink businesses in Hitchin to help establish the town as a 'food tourism destination' by achieving regional and national press coverage. A tone was needed that was engaging and enthusiastic and had a genuine 'home grown' feel to it. After running the campaign, record numbers of people attended the annual food festival and many more restaurants and cafes opened in Hitchin. I provided copy for

• Digital, print and social media
• Press releases and media correspondence
• An editorial for LoveFood magazine

Give me a call on 07973 304253.

Or email me at kirstyfavell@btinternet.com

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