Way to Stay, Barcelona
Giving a voice to a Barcelona travel company
As lead copywriter for Way to Stay’s rebrand, my job was to give Way To Stay a voice – in six languages.
Like many successful businesses, as they’d grown the brand had evolved organically. There was personality. But it was in danger of being eclipsed by newer competition.
I led a team of 12 writers creating original content in six languages. Together we developed the brand personality and tone of voice and translated it into each language.
Content included thousands of property descriptions as well as city and neighbourhood guides. We also applied the voice across the brand, from microcopy on the new site to emails and telephone greetings.