Hilton asked us to educate consumers about the benefits of their new app—namely, the ability to check-in, choose your room and customize your stay—through two :30 second spots that targeted Millennials.
As lead copywriter, I aimed to highlight the choice and control Hilton provides loyalty members by featuring travelers who often have decisions made for them, until the Hilton Honors app puts the power back in their hands.
Supported by digital banner and in-banner video ads, these spots aired across the web and on in-flight TVs for multiple airlines, positioning the app as a travel essential. A similar message was then reinforced by social, digital and OOH creative, with special attention given to on-site signage to drive new member acquisition.
The spots won a regional Gold Addy in the Film, Video and Sound category.
Role: Lead Copywriter
For: Hilton Honors
Type: Video, digital, on-site
The Maryland Marketing Partnership hired us to create a statewide campaign promoting Maryland's business-friendly environment using Governor Hogan's tagline: Open For Business.
I pitched using the environments of each industry to spell out the tagline. This ended up being the direction the client chose.
I served as the lead copywriter on this project, and assisted in presenting the second phase of creative in 2019. The creative was displayed on billboards across the state, banners at airports and transportation hubs, print ads in local magazines, and digital banners, driving traffic to their web page.
The creative resulted in a 106% increase in web sessions, a 50% higher conversion rate, and a 63% longer web session duration. After the campaign rolled out, 51% of businesses surveyed had a positive outlook on the Maryland business climate (a gain of 70% from 2011).
Featured in Washington Business Journal.
Role: Lead Copywriter
Client: Maryland Commerce
Type: OOH, print, and digital
I had the opportunity to redefine Hilton Honor’s brand voice and lay down specific guidelines for our work across platforms, including social, digital, and on-site creative.
Though the document began as an in-house tool for our team, the client responded well to the project and I took the initiative to expand it into the all-encompassing document you see here.
You’ll see a sample of pages below, including several brand attributes and examples of how they can be implemented, general brand guidelines, and content rules for specific social platforms.
This project required me to work closely with other teams to ensure the details were correct, including our design, strategy, social and content teams.
Role: Lead Copywriter
Client: Hilton Honors
Hilton asked us to create a campaign for the latest addition to their family of brands: A line of independent hotels called Curio Collection. We wanted to create something that highlighted their uniqueness, history and almost mysterious nature. We embraced the brand’s black-and-white aesthetic to deliver print ads, digital banners and property videos. I applied the distinct voice we created to social content for Facebook and Twitter, as well.
Role: Copywriter
Brand: Hilton Worldwide
Type: Print, digital, social
My team was asked to re-energize the Penn State athletic brand, to tap into the commitment many fans feel toward Penn State, and to bring their athletic department into the 21st century.
We rallied around the word "Unrivaled." It defines how Penn State fans will always view their team, and their approach to every game.
We created digital ads, a ticketing site, emails, new social content, on-site banners, print ads, jumbotron graphics and more in the new "Unrivaled" look and feel. As you can see, much of the digital ads and online content is headline/copy driven.
I was involved in branding, concepting, tagline creation, content audits, and content creation.
Role: Copywriter
Client: Penn State Athletics
Type: OOH, print, digital, social
Hilton asked us to both drive awareness for new members and reengage existing members. The result: An expansive, customized email campaign and onboarding microsite.
First, we revamped 12 onboarding emails and created a microsite where members could view the content in one place. The emails and website worked together to educate members about the program’s benefits and teach them how they could maximize rewards in a simple, engaging manner.
To reengage existing members, we did a deep dive into the customer lifecycle and identified several distinct audience segments to target, sending them emails unique to their activity.
This project tied together web, email, infographics, animation, strategy and more.
Role: Lead Copywriter
For: Hilton Honors
Type: Digital, email
In 2013, Relevent Sports redefined the international soccer landscape by organizing the first International Champions Cup (ICC), a preseason tournament which brings top clubs to stadiums across the U.S.
In 2014, the ICC expanded to 13 cities in the U.S and Canada, featuring world-renowned clubs like Real Madrid, Manchester United, and Liverpool.
My team and I developed the marketing materials for the 2nd annual tournament. I wrote everything from emails, ticket information, website copy, banner ads, social content, and OOH materials.
In addition, we worked with Guinness to create a pub kit that included “Yellow Card” coasters for “pub fouls.”
A record-breaking 109,318 fans attended the Manchester United v Real Madrid match at the University of Michigan in the largest soccer match in U.S. history. More than 631,000 fans attended the tournament in total, with a global audience of over 80 million across 150 countries.
We drummed up excitement for the annual Rock Center Tree Lighting by focusing on a social strategy that would increase audience participation and general brand awareness.
First, we ramped up our SEO efforts to promote specific holiday attractions.
On social, we encouraged fans to share their experience by tagging their pictures, which would then populate onto our holiday microsite where it could be viewed and shared. The best content was presented on the jumbotron at the Tree Lighting Ceremony.
I wrote new content for the Rock Center Attractions landing page using keywords and phrases, wrote the social content, and live-tweeted the event, during which we became a trending topic and saw over 80,000 people using and participating with the #RockCenterXmas tag.
As the Rock Center copywriter for over two years, I also wrote content for social media, emails, landing pages, and the website, as well as the marketing materials for the grand re-opening of the historic Rainbow Room.
Role: Lead Copywriter
Client: Tishman Speyer
Type: Social, digital and OOH
Dormify is an online store that offers dorm décor for college students (and beyond). HZDG’s owner CEO, Karen Zuckerman, created Dormify in 2009, which is now run out of HZ’s NYC office.
We were asked to write a series of instructional videos for their YouTube channel, to be delivered by their college-aged “Style Advisers” in a fun, loose and conversational tone.
I wrote an outline and scene direction for each script, then allowed the actresses to play with the language and deliver lines in their own voice. I provided guidance and feedback on set in New York, and assisted in setting up each scene.
Since starting at HZ, I have also written product descriptions, social posts and website copy for Dormify.
Happy Family came to us looking for a brand update and a campaign promoting their Happy Baby product line.
They gravitated towards the idea that their products "fuel happiness” and allow kids to shine.
We delivered new branding, an updated homepage, display ads, and a few short videos that highlight milestone moments. They’re touching, funny, and relatable.
I assisted in the writing of each script and the selection of the actors featured. After the success of the videos, the client asked me to write a “Toddler Activity Book” to help parents learn about the benefits of toddler milk.
In 2019, I became the sole copywriter for Nielsen Connect, the consumer business side of the global data company. In 2021, it completed its split from Nielsen Media to become NielsenIQ.
I oversaw the creation and implementation of a new brand voice, writing website copy, videos, presentations, print ads, and more in the process. I’ve also taken the lead on creating new naming guidelines and renaming NielsenIQ’s products.
In this brand refresh, we aimed to honor the company’s legacy while embracing the evolution of its business by delivering a bolder, more confident look and voice. Our new brand highlights the intelligence behind our technology, platforms, and predictive capabilities, allowing clients to make smarter, faster decisions.
