Senior Creative Copywriter in London

Global Touring is a travel company specialising in small-group tours and inspiring people through life-changing travel experiences. Through our brands Back-Roads Touring and Topdeck Travel, we are ever developing our product range, driving growth in key sales markets (Australia, New Zealand & North America), innovating product delivery and ensuring we deliver a first-class customer experience.

The Role

We’re looking for an energetic writing wizard with a flair for conceptual ideas, a passion for storytelling and a keen eye for detail. You’ll need to be a strategic thinker and a grammar perfectionist who can spot an incorrect apostrophe a mile away, who’s confident writing anything from a TV script to ad copy where every word counts. Connecting the dots between big ideas and brilliant execution, we want someone who can come in and hit the ground writing. You’ll report into the Head of Creative and form part of the wider Creative team – amplifying the magic of our small-group tours.

Key Responsibilities

• As our in-house copy specialist, you’ll provide guidance to other team members and uphold tone of voice standards across our brands.
• Understand and champion our core target audiences – 55+ travellers (Back-Roads) and 18–32-year-old travel seekers (Topdeck) in the AU/NZ/US markets.
• Combine business objectives, marketing messages and product details to create copy across multiple channels including brochures, websites, emails, ad copy, TVC/radio scripts and trade marketing materials.
• Ensure the entire creative output is considered where necessary – from visuals to on-screen captions and voiceovers – working with designers and other creatives towards a cohesive vision.
• Receive briefs in an agency-style manner, interrogating, understanding the WHY and delivering quality work to deadline.
• Play a key role in creative concepts and brainstorming sessions, turning abstract ideas into engaging and effective campaigns.
• Present concepts to internal stakeholders, defending creative choices with brand strategy and data-backed insights.
• Take complex messaging and transform it into clear, crafted copy that is easily digestible and always impactful.
• Use insights from SEO, brand, product and sales teams to inform your copy whilst delivering at pace to strict deadlines.
• Develop and maintain strong and considered brand voices across print and digital platforms, and editorial and commercial scenarios.
• Produce targeted and actionable copy that adheres to our tone of voice, with a focus on the end-user journey.
• Ensure a consistent, quality and seamless customer experience across key touch points by way of tone of voice.
• Understand the channel for intended copy, with the skills to adapt and style to suit specific scenarios.

Responsible and Sustainable Responsibilities

• A commitment to improving recycling processes within our offices.
• A commitment to stopping the use of all single-use plastic items in our offices.
• A commitment to promote the use of reusable items such as Tupperware and water bottles in our offices.
• A commitment to protect our company culture of openness to all people.

Experience, Requirements and Key Behaviours

• 5+ years’ copywriting experience writing long- and short-form content across varying formats – including print and web, commercial and editorial.
• Experience engaging the 55+ demographic across the AU/NZ/US markets is preferred.
• Proven history of delivering eye-catching and effective creative campaigns, from promos to big brand reveals.
• Educated to degree level and/or with relevant qualifications in marketing, communications or journalism.
• Exceptional writing skills with impeccable spelling and no tolerance for poor grammar and typos.
• Ability to take and action feedback, rejection and constructive criticism – as well as being able to back your own ideas.
• Ability to write with speed, consistency, accuracy and creative flair with enthusiasm for both our brands.
• A basic understanding of SEO best practice.
• An interest in ‘what works’, with the ability to use performance data to refine and optimise copy.
• A problem solver with a positive can-do attitude, looking for solutions.
• An excellent communicator and team player with a high level of emotional intelligence.
• A finger on the pulse of the travel industry and wider cultural trends to ensure our brands stay relevant and ahead of the curve.
• And of course, a love for all things travel-related!

We support flexible working, and for the right candidate we’re open to this role being based remotely.

Global Touring Values

Our values aren’t just words on a page. They’re the backbone; the steering wheel; the soundtrack to how we embrace each day. Like a well-baked brownie, every ingredient combines to achieve the rich consistency fueling the soul of Global Touring.

• Stay Curious: We are natural born explorers. Our people question old solutions, apply alternative thinking and embrace being challenged in the search for outcomes.
• Value ideas over hierarchy: Have the courage to take risks. Don’t let perfection prevent growth.
• Choose transparency: We take the right way, not the easy way. We’re straight up even through the toughest conversations; tackling challenges head-on and with integrity.
• Don’t pass the buck: If we do it, we do it well. We are empowered to make decisions based on data and experience – holding each other accountable along the way.
• Together we go further: Across oceans and office desks, it’s more than a love for travel that keeps us connected.