The problem:

It was January. People were dreaming about their holidays but they still carried the financial hangover of Christmas. So Exodus needed a travel copywriter to spice up their January mailer – sent to around 100,000 clients. The industry average click-through rate to their individual trip pages is around 3% but they wanted more.

The result:

To achieve an above average click-through rate, we needed copywriting that stood out from similar competitor communications. Using evocative, fresh language and an inspiring tone of voice, we sought to energise clients to keep reading on.

The fresh emails achieved an average click-through rate of over 8%, with the wildlife and cycling copy hitting 10% and 11% respectively. Because of its success, it was decided that the individual destination copy should also be rolled out to more targeted mailing groups, like family and cycling marketing lists.

Client testimonial:

“Best Value page had so much love last week, not just with emails but over 300 clicks from social too!” Natasha Preston, Social Media Manager

“Keith has written several articles for Exodus, all of which
 impressed us. His fresh and lively tone was engaging and inspiring – he
 quickly understood our brand with very little introduction. In practical
 terms he was a pleasure to work with, and delivered well before the due
 dates we’d agreed upon. I would not hesitate to recommend him.” Georgina Lawrence, Marketing Executive

Project Details


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