Challenge:
Greater Fort Lauderdale faced a perception challenge: evolve from a value destination into a more affluent, culturally rich and inclusive travel brand.

Idea:
The “Welcome” campaign repositioned the destination around a bold, open invitation, celebrating luxury, diversity, culture, dining, nightlife, beaches and the idea that everyone is welcome under the sun.

Role:
Developed concept-driven headlines, campaign messaging and destination copy that balanced sophistication, inclusivity and a provocative creative edge.

Channels:
Print, digital, video, social, native content, high-end publications, outdoor and Times Square media.

Results:
The campaign helped shift perception from discount getaway to sophisticated destination, contributing to a 33% increase in tax collections, 38% growth in hotel revenue, 27% RevPAR growth and major recognition through VISIT FLORIDA Flagler Awards.

Challenge:
Palm Coast and the Flagler Beaches needed to stand apart from nearby St. Augustine and Daytona Beach by giving travelers a clearer reason to choose a quieter, more nature-rich Florida escape.

Idea:
“Trails, Tides, and Laid Back Vibes” positioned the destination around uncrowded beaches, scenic trails, eco-adventures, waterfront dining and a relaxed coastal personality.

Role:
Created the campaign tagline and wrote destination copy that brought together the area’s outdoor assets, culinary appeal and easygoing charm.

Channels:
Billboards along I-95, targeted email, social media, Facebook, Instagram, banner ads, video and visitor guide content.

Results:
Website sessions increased from 1,500 per day to nearly 5,200 within the first month, a 237.4% lift. Email generated 375,000 impressions, a 25.7% open rate and 9,000 clicks. Expedia Travel Group placements produced more than $51,800 in direct bookings.

Challenge:
Panama City, Florida needed to reintroduce itself after years of rebuilding and turn renewed local momentum into a stronger visitor-facing brand story.

Idea:
LOVE PC framed the campaign as a love letter to the city, using Panama City’s initials as a flexible headline platform for families, couples, culture seekers and outdoor travelers.

Role:
Helped shape the campaign voice, developed PC-based headline concepts and wrote destination copy that highlighted the city’s waterfront beauty, creative spirit, culinary scene and welcoming personality. Also developed the “Seize the Bay” campaign line for the next phase of the brand.

Channels:
Print, banner ads, paid social, Facebook and Instagram carousels, visitor guide, website, video and editorial spreads.

Results:
The campaign gave Panama City a more ownable voice and a flexible creative platform, helping the destination present itself with renewed confidence, charm and consistency across visitor communications.

Airports are more than places people pass through. They are first impressions, welcome homes, business gateways and symbols of a community on the rise. For Pensacola International Airport, a major concourse expansion was more than a construction project. It was a chance to show travelers and residents that the airport was growing with purpose, care and pride.

Challenge:
Pensacola International Airport needed to communicate a major concourse expansion in a way that kept travelers informed, reduced construction-related frustration and built community pride.

Idea:
“Growing with You, For You” positioned the expansion as a people-first investment in smoother travel, better experiences and long-term community growth.

Role:
Developed the campaign platform and wrote clear, reassuring copy that translated construction updates into traveler-friendly messaging.

Channels:
Billboards, social media, terminal screens, email, public relations, print, digital banners and documentary-style video.

Results:
The campaign helped PNS build momentum around its expansion by turning operational updates into a positive brand story centered on progress, ease and community benefit.

Challenge:
In a sea of sameness, Royal Caribbean needed a sharper brand voice that could position the cruise line as more adventurous, innovative and unforgettable.

Idea:
“Destination Wow” captured the brand’s larger promise and gave Royal Caribbean a flexible global line for consumer, trade and onboard communications.

Role:
Developed the “Destination Wow” global brand line, created copy and concepts across consumer and B2B initiatives, and wrote more than 300 original shore excursion scripts. Also developed “Think outside the ballroom” to position Royal Caribbean’s onboard conference spaces as an alternative to traditional hotel venues.

Channels:
Broadcast, brochures, direct mail, digital, email, landing pages, B2B sales materials, travel agent communications, casino promotions, wedding promotions and Global Tour Operations scripts.

Results:
The work helped strengthen Royal Caribbean’s adventurous brand personality across consumer, trade and B2B communications while giving multiple business lines sharper, more ownable messaging.

ChristianaCare

Healthcare copy is never just copy. It carries emotion, urgency, trust and responsibility. My work with ChristianaCare gave me the opportunity to write for people at some of the most important moments in their lives, from patients facing a cancer diagnosis to individuals looking for easier access to care through digital health.

For the Helen F. Graham Cancer Center and Research Institute, I helped shape a campaign built around real patient stories, physician insight and the deeply personal nature of cancer care. The goal was to raise awareness, shift regional perception and position ChristianaCare as a leading destination for comprehensive cancer treatment. By turning patient experiences into clear, compassionate and credible messaging, the campaign helped make complex care feel human, close to home and filled with hope.

I also wrote website and app copy for ChristianaCare Center for Virtual Health, where the focus was on making telehealth feel simple, supportive and easy to use. Working with UX designers, I helped create copy that guided users through digital care experiences with clarity and confidence. Every headline, call to action and content block had to serve a purpose, helping people understand their options, access care and feel supported from the first tap.

Challenge
ChristianaCare needed to communicate complex healthcare services in a way that felt clear, compassionate and trustworthy. For the Helen F. Graham Cancer Center and Research Institute, the challenge was to raise awareness, shape regional perception and drive patient acquisition for comprehensive cancer care. For the Center for Virtual Health, the challenge was to make telehealth feel accessible, intuitive and patient-friendly across web and app experiences.

Idea
Use human-centered storytelling and clear UX-focused messaging to make healthcare easier to understand and easier to act on. For cancer care, that meant elevating real patient stories that demonstrated expertise, compassion and impact across a range of cancer types. For virtual health, it meant writing simple, supportive copy that helped users navigate care with less friction and more confidence.

Role
Conducted doctor and patient interviews, shaped testimonial-driven messaging and wrote campaign copy in collaboration with ChristianaCare’s External Affairs and Communications teams. For the Center for Virtual Health, wrote website and app copy in collaboration with UX designers, helping align messaging with user journeys, page flow, calls to action and patient needs.

Channels
Video, print, website content, app copy, brochures, broadcast, out-of-home, UX copy, patient-facing communications and digital health content.

Results
The work helped position ChristianaCare as a trusted regional healthcare leader by making complex medical services feel more personal, accessible and credible. Through patient storytelling, the cancer campaign turned real experiences into emotionally resonant proof of expertise and compassion. Through UX and telehealth copy, the Center for Virtual Health experience helped patients better understand, access and engage with care in a digital-first environment.

Challenge:
In one of the country’s most crowded media markets, Cablevision needed a sharper way to stand out, drive consideration, and connect with New York’s diverse urban audience.

Idea:
The campaign used humor, urban insight and clear product benefits to position Cablevision’s phone, cable TV and high-speed internet services as affordable, relevant and easy to choose.

Role:
Led concept and copy development as Senior Copywriter, creating digital, direct mail, transit advertising and broadcast concepts from initial idea through final execution.

Channels:
Direct mail, web, transit posters, bus shelters, subway ads and a series of television spots.

Results:
The direct mail campaign generated a 9.3% response rate from 40,000 pieces, far exceeding the typical 0.5% to 2% average. Broadcast generated nearly 4 million media impressions, attracted thousands of new subscribers and earned three Telly Awards.

Challenge:
United Way of Miami-Dade needed more than a fundraising message. It needed a campaign that could rally donors, engage workplaces, and show how giving directly strengthens the Miami community.

Idea:
The work turned United Way’s community impact into a clearer call to action, anchored by the campaign message “We Fight for a Stronger Miami. We Fight for You.”

Role:
Helped shape campaign messaging, wrote online articles, authored the annual workplace campaign toolkit, supported the website revamp and created ads, emails, scripts, brochures, event invitations, volunteer announcements and donor communications.

Channels:
Website, e-newsletters, event invitations, volunteer announcements, scripts, brochures, campaign materials, workplace toolkits, PowerPoint presentations, e-pledge guides, ads, emails, annual reports and television.

Results:
The work helped United Way of Miami-Dade keep members engaged, strengthen community outreach and increase annual donations from $29 million to more than $36 million.

Challenge:

Charlotte Harbor and the Gulf Islands needed to stand out from Florida’s more crowded destinations by leaning into what travelers could find there: unspoiled beaches, open waterways, abundant wildlife, harborfront beauty, and relaxed coastal communities.

Idea:
The “Pure Florida” platform positioned Punta Gorda and Englewood Beach as a more secluded Florida getaway built around outdoor discovery, coastal calm and authentic natural experiences.

Role:
Helped translate discovery insights and brand strategy into destination messaging, campaign direction, taglines and visitor-facing copy that defined the area’s competitive advantage.

Channels:
Brand platform, print, visitor guide, digital banners, social video, travel advisor ads, dining promotions, sports event ads and destination marketing materials.

Results:
Since launch, the destination has seen a 122% increase in tourism tax revenue, record economic impact and visitor growth approaching one million annually.

Turning a Paralympic Sponsorship Into a Global Brand Story

Challenge:
Visit Lauderdale needed to transform a major sports sponsorship into a meaningful destination story rooted in inclusion, accessibility, resilience, and possibility.

Idea:
The campaign centered on Abbas Karimi, a Fort Lauderdale-based Paralympic swimmer, Afghan refugee and elite international athlete whose story reflected the destination’s values of accessibility, resilience, inclusion and possibility.

Role:
Helped tell the campaign story through broadcast, print and digital copy, connecting Karimi’s personal journey to Visit Lauderdale’s broader brand promise.

Channels:
Television, paid social, event signage, public relations, print and digital banners.

Results:
The campaign delivered 15.2 million impressions, nearly double the 7.8 million goal, with 95% overdelivery, $410,000 in advertising value and a 70% return on investment.