Working with Royal Caribbean International was an incredible journey for me as a copywriter. At the time, the company was looking to rebrand and reposition itself in a highly competitive cruise industry. It was a major creative challenge, and I was proud to be part of the team that helped shape the brand’s voice, sharpen its message, and support its larger marketing goals.

My first major achievement was creating Royal Caribbean's global tagline, Destination Wow. The tagline perfectly captured the company's disruptive strategy and inspired creativity across all territories. I was ecstatic when I saw the impact it had on the company's brand and the audience's response. From there, I worked on a range of cross-media copy and concepts, from direct mail and digital executions to brochures and broadcast. I helped change the game with bold, witty, conversational, and adventurous copy that resonated with the audience.

One of my most rewarding projects was marketing Royal's onboard conference spaces as an alternative to hotels for businesses. Crafting the tagline "Think outside the ballroom" was a pivotal moment that quickly became a rallying cry for the company's B2B division. It was featured prominently in emails, landing pages, social media posts, and more.

As a copywriter, I also had the opportunity to head up copy for casino and wedding promotions as well as scriptwriting for Royal's Global Tour Operations. Generating over 300 original shore excursion scripts was challenging, but it allowed me to showcase my creativity and storytelling abilities. Working with Royal Caribbean has been an unforgettable experience. I'm proud to have helped them rechristen their marketing goals and create engaging content that resonates with their audience. With Royal Caribbean, the possibilities are endless, and I'm excited to see what's next for this amazing company.

Collaborating with Emirates Airlines on their "Hello Tomorrow" campaign was an incredibly fulfilling experience. They were ready to break free from the conventional travel brand model and instead establish themselves as a global lifestyle brand. Their vision was ambitious, and I was excited to be part of the team that helped them achieve it.

The "Hello Tomorrow" tagline perfectly captured the essence of the campaign - connecting people's hopes, dreams, and aspirations. It was a powerful message that resonated with travelers worldwide and opened the door for endless creative possibilities.

As a copywriter, my focus was on creating engaging content that encouraged travelers to explore the airline's worldwide destinations in their own unique way. I wanted to take a storybook spin on the campaign, so I developed a breakthrough print concept that would captivate the audience's attention and inspire them to embark on their next adventure.

Copy:

Tomorrow goes wherever our imagination takes us. 

From distant horizons. And storybook kingdoms. To happily-ever-after hamlets. Cheers to keeping your head in the clouds and a foot on the ground in over 120 worldwide destinations. 

Fly Emirates to 6 continents. 

As Senior Copywriter, I was tasked with developing advertising and branding ideas that could elevate Crown Royal in a competitive spirits category. The strategy centered on the brand’s most recognizable assets: its smooth taste, iconic purple bag, and gold drawstring.

I used those signature elements to create a series of radio, print, digital, poster, billboard, and out-of-home concepts designed to connect with Crown Royal’s audience in a memorable way. One of my proudest achievements was writing the radio spot “Sound of the Crown,” which earned an Addy Award.

But that's not all – our team also produced an unforgettable TV commercial that featured a high-speed camera capturing a drop of whiskey forming a multi-pointed crown, effectively emphasizing the brand's unparalleled smoothness. And guess what? This spot won a Bronze REMI Award at WorldFest-Houston! I am thrilled that our campaign helped Crown Royal achieve its marketing goals, and I hope you will enjoy the smooth taste of Crown Royal as much as we enjoyed creating these ads. Cheers!

How do you help Cablevision, the eighth largest cable provider in the United States, connect with an urban audience and gain a competitive edge in the bustling telecommunications market of New York City? As Senior Copywriter, my mission was clear. To grab attention and market share from numerous competitors like Spectrum and Verizon, I took charge of spearheading a creative campaign that showcased Cablevision's affordable phone, cable TV, and high-speed internet services to urban, multicultural consumers.

The campaign was designed to be fun, relatable, and memorable. And I was involved in every step of the process, from conceptualizing to bringing ideas to life through Direct Mail, Transit Posters, and a series of breakthrough TV spots.

The results were impressive. Our Direct Mail campaign generated a whopping 9.3% response rate with 40,000 pieces sent out, leaving the average rate of return of 1/2 to 2 percent in the dust. And our broadcast campaign generated nearly 4 million media impressions and picked up thousands of new subscribers. To top it off, our TV campaign was recognized with three Telly Awards.

Understanding the deeply personal nature of cancer, I assumed a pivotal role in spearheading a campaign that aimed to raise awareness and shape perceptions of the Helen F. Graham Cancer Center & Research Institute, ultimately driving patient acquisition for treatment. By leveraging poignant patient testimonials, I wanted to showcase the exceptional care and treatment across a range of cancer types, including breast, lung, bladder, non-Hodgkin's lymphoma, and kidney cancers. My primary objective was to position ChristianaCare as a pioneering force in comprehensive cancer care within the region. To accomplish this, we conducted in-depth interviews with a diverse array of patients, gaining profound insights into their experiences and the transformative impact of ChristianaCare on their care and overall well-being. In close collaboration with the hospital's External Affairs and Communications Teams, we strategically utilized various communication channels to effectively disseminate these powerful narratives, resonating deeply with the community.

When Denny's approached me to help them promote their Breakfast Specials and Kids Eat Free Promotion, I saw an opportunity to highlight the great value that Denny's was offering to families, while also emphasizing the delicious food and welcoming atmosphere that makes Denny's such a beloved brand.

To achieve this, I crafted messaging that was warm, welcoming and focused on the benefits families could enjoy by visiting Denny’s. One of my favorite pieces was “Can’t Wait,” a catchy jingle I created for Denny’s Kids Eat Free promotion. Performed by two adorable little girls in a playful pat-a-cake hand-clapping style, the song captured the fun, family-friendly spirit of the Denny’s brand.

iDeas played a key creative role in shaping United Way of Miami-Dade’s fundraising message, both online and in the community. From monthly e-newsletters, event invitations, and volunteer announcements to scripts, brochures, campaign materials, and program promotions, iDeas helped the South Florida nonprofit keep members engaged, strengthen community outreach, and increase annual donations from $29 million to more than $36 million.

In addition to writing online articles, I:

• Spearheaded the revamp of unitedwaymiami.org

• Authored UWMD’s annual workplace campaign toolkit, including PowerPoint presentations, an e-pledge guide, employee engagement materials, FUNdraising ideas, and more

• Worked directly with the Creative Director and internal creative team to create compelling ads and emails designed to drive conversion, sign-ups, and retention

• Helped shape the organization’s annual campaign with the slogan: We Fight for a Stronger Miami. We Fight for You.

When Courvoisier decided to "shake things up" by blending premium French wine with their iconic Cognac, iDeas shook things up creating POP Posters, Shelf Talkers, Sell Sheets, Banners and Table Tents.

With my extensive marketing and copywriting experience, I was able to help Courvoisier launch this exciting new product in a way that truly captured the attention of our target audience.

Using my copywriting skills, I developed a range of compelling marketing materials that showcased the unique flavor and quality of their new blend. From eye-catching POP posters and banners to informative sell sheets and shelf talkers, every piece of marketing material was designed to grab attention and communicate the key selling points of their new product.

Thanks to my efforts, Courvoisier was able to successfully launch this exciting new product and generate a buzz in the market.

As the copywriter, I helped shape the voice and messaging for a destination that offered travelers a quieter alternative to nearby St. Augustine and Daytona Beach. With uncrowded beaches, eco-adventures, scenic trails and a growing local food scene, the destination had all the ingredients for a memorable Florida getaway. It needed a message that brought those strengths together in a fresh, inviting way.

The campaign was built around my tagline “Trails, Tides, and Laid Back Vibes,” positioning Palm Coast and the Flagler Beaches as a haven for families, couples and nature lovers seeking an easy, authentic escape. My copy helped express the destination’s relaxed coastal personality while spotlighting kayaking, hiking, fishing, beach days and waterfront dining.

The integrated campaign included billboards along the heavily traveled I-95 corridor, targeted email marketing to key drive markets and social media content across Facebook and Instagram. Messaging emphasized accessibility, natural beauty and the feeling of discovering an uncrowded coastal gem.

The results were dramatic. 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, while Expedia Travel Group placements produced more than $51,800 in direct bookings.

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.

As copywriter, I helped shape the messaging around this pivotal period of growth. The airport needed to keep travelers, neighbors and the broader community informed, optimistic and proud of the progress underway, while also reducing frustration during construction.

Rather than focus on hard hats, detours and disruption, the creative direction centered on people and progress. My campaign platform, “Growing with You, For You,” positioned the expansion as a community investment designed to create more space for families, smoother trips for business travelers and better experiences for everyone who uses the airport.

My copy helped translate construction updates into clear, reassuring messages across billboards, social media, terminal screens, email, public relations and video. The tone was dependable, supportive and forward-looking, giving travelers practical information while reinforcing the airport’s role as a trusted community asset.

A companion documentary-style video brought the story to life by turning timelines and technical details into a simple, human narrative. Featuring local leaders and the teams behind the work, it connected the expansion to pride in place and a shared vision for the future.

Throughout the campaign, the message remained steady: progress with purpose, people first and growth designed for Pensacola.

As copywriter for the LOVE PC campaign, I helped shape the voice of a destination ready to reintroduce itself with warmth, confidence and unmistakable charm. Panama City, Florida had emerged from years of rebuilding with a renewed sense of purpose and possibility. The challenge was to turn that momentum into a brand story that captured the city’s waterfront beauty, creative spirit, growing culinary scene and genuine sense of welcome.

The result was LOVE PC, a campaign designed as a love letter to the city. My copy positioned Panama City as a place worth rediscovering, inviting locals and visitors to fall in love with its coastal soul, artistic heartbeat and easygoing personality.

A key creative device was the destination’s initials, PC, which became a flexible headline platform across the campaign. Lines such as “Playful Days, Carefree Nights,” “Priceless Company” and “Playtime and Coastlines” gave the work a playful, memorable rhythm while allowing the message to shift for families, couples, adventurers and culture seekers.

As the destination’s story continued to grow, I wrote the new campaign line “Seize the Bay,” a bold next chapter celebrating Panama City’s waterfront lifestyle and encouraging visitors to make the most of every moment on and around the bay.

The LOVE PC Visitor Guide brought the story to life through striking photography, local stories, travel itineraries, insider tips, QR codes and the hashtag #LovePC, helping drive engagement and inspire travelers to explore more.

Some destinations need a new logo. Others need a new way to be seen. For Charlotte Harbor and the Gulf Islands, the opportunity was to uncover the story already waiting in its beaches, waterways, trails, wildlife, harbor views, and laid-back coastal communities, then give that story a name, a voice, and a competitive position.

As copywriter, I helped turn discovery insights and brand strategy into a clear, compelling destination narrative designed to increase visitation and better reflect what made the area distinct.

Working from research on visitor perceptions, competitor destinations, and local tourism assets, I helped shape messaging around the destination’s strongest advantage: its abundance of outdoor experiences. Beaches, boating, fishing, hiking, harbor tours, shelling, shark teeth, and nature discovery became the foundation for a brand voice centered on relaxation, discovery, and the Florida outdoor lifestyle.

My role included developing language that helped define the destination as a more secluded Florida getaway offering the best of the state’s outdoor activities in one place. That messaging helped support the new Punta Gorda/Englewood Beach brand platform, including positioning, taglines, campaign direction, and visitor-facing communications.

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

Greater Fort Lauderdale has long championed the message that everyone is welcome. In 2024, Visit Lauderdale brought that promise to a global stage through its Olympic and Paralympic sponsorship.

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, inclusion, resilience and possibility.

The Challenge

Visit Lauderdale wanted to elevate Greater Fort Lauderdale as an inclusive, world-class destination while maximizing the impact of its Olympic and Paralympic sponsorship.

The goal was to build awareness, reinforce the destination’s accessibility commitment and deliver measurable results through a story people would remember.

The Strategy

Karimi became the emotional heart of the campaign.

As a Paralympian, refugee and Fort Lauderdale local, he gave the destination an authentic connection to a powerful global moment. The strategy positioned Greater Fort Lauderdale not just as his training base, but as a place that supported his journey.

Creative and Campaign Execution

A custom commercial brought Karimi’s life, training and connection to Greater Fort Lauderdale to the screen with a cinematic, human and inspiring tone.

The spot anchored a cross-platform campaign spanning paid social, organic ambassador content, television, connected TV, event signage and public relations. Social content introduced Karimi’s story, behind-the-scenes moments and favorite local places, while Olympic and Paralympic placements extended the message nationally.

At the U.S. Paralympic Swimming Trials, campaign branding added visibility across live, televised and digital audiences. Public relations efforts connected Karimi’s story to Visit Lauderdale’s broader accessibility initiatives, including its partnership with the Hidden Disabilities Sunflower Program

The Results

The campaign gave Visit Lauderdale a meaningful presence on the global stage while reinforcing its brand promise in an authentic and emotional way.

15.2 million impressions delivered
Nearly double the estimated goal of 7.8 million.

95% overdelivery
The campaign significantly exceeded projected media performance.

$410,000 in advertising value
Earned media and media equivalency extended the value of the investment.

70% return on investment
The campaign delivered measurable ROI while strengthening Visit Lauderdale’s association with accessibility, inclusion, and global sporting excellence.

Greater Fort Lauderdale needed more than a new campaign. It needed a new reputation.

As copywriter for Visit Lauderdale’s “Welcome” campaign, I helped shape a bold new voice for a destination ready to move beyond its former “discount destination” perception and compete on a bigger stage. The work positioned Greater Fort Lauderdale as affluent, cosmopolitan, inclusive, playful and unmistakably original, inviting travelers to discover a place where everyone could feel welcome under the sun.

I contributed concept-driven headlines and campaign messaging that captured the destination’s personality, from luxury yachting and rooftop cocktails to culinary discoveries, beach days and diverse cultural experiences. The creative balanced sophistication with a provocative edge, speaking to higher-net-worth travelers in key fly-in markets while staying true to the community’s open, welcoming spirit.

The campaign ran across print, digital, video, social, native content and high-end publications, helping generate major visibility, earned media and measurable visitation impact. Greater Fort Lauderdale gained momentum, outpacing key Florida competitors in percentage growth and ranking 9th nationally overall and 10th nationally for hotel demand. The work also earned major industry recognition, including VISIT FLORIDA Flagler Awards.