From 2019 to 2021, I was responsible for concepting and executing high-level messaging across print, web and email channels at Backroads. During my tenure, we refined our value proposition across the entirety of our broad offering and made our catalogs and web presentation more engaging and enticing. I worked on front-of-book catalog copy, including letters from the founder and owner. Here are some examples:
2022 Biking & Multi-Adventure Catalog: Our “big book,” the main selling tool for Backroads for over thirty years. In 2022 we streamlined our value proposition, shrinking our mission statement copy by over 30%, and expanded our activity pages to capture the magic of outdoor travel.
2022 Dolce Tempo: Easygoing by Design: In 2020 Backroads launched a new easygoing offering called Dolce Tempo. It was a success with previous and new customers, and the offering more than tripled in size between 2020 and 2022. I was responsible for communications around Dolce Tempo from its conception in 2020 up until we released this refreshed messaging in 2021.
E-biking in California: Lessons from a Ride with my Daughter: To accompany the launch of our Dolce Tempo e-biking trips, I pitched and ghostwrote this article from the founder and owner of Backroads, which we promoted via email to encourage family travelers to try out our e-bikes.
The Best Bikes for Every Rider: As an avid cyclist, I enjoyed writing this copy that captures the unique investment Backroads has made in its bike fleet—and how that investment translates to a superior experience for our guests.