CASE STUDY

EDITORIAL + WEB CAMPAIGN

My Contributions:  Content Strategy • Senior Copywriting + Travel Guide Writing • Research

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INTO THE WILD BLUE YONDER

AS PART OF ITS COMPREHENSIVE SERVICE, FRONTIER AIRLINES PROVIDED

PASSENGERS WITH AN INSIDER'S TRAVEL GUIDE TO POPULAR CITIES WRITTEN EXCLUSIVELY BY RESIDENTS AND FREQUENT VISITORS.

The first order of business was to select people to interview, a task left up to each writer. Rather than choose a person at random, I selected those who were associated with an attraction or activity that tourists might enjoy.

 

For example, celebrity chef Rick Bayless owns several restaurants in Chicago, and CIA veteran Peter Earnest is general manager of the International Spy Museum in Washington, D.C.

 

While the guide followed a template, offering readers different categories (e.g., Thread Count for lodging, and Food Fix for restaurants, the interviewee could talk about whatever they liked. I gently directed the conversations until I had suggestions that would both highlight their public personas and appeal to travelers. For example, Bayless suggested the Maxwell Street Market, which features culinary traditions of Mexico.

For the other categories, I was careful to offer 

a balance of well known and out-of-the-way places. For example: Millennium Park and Lincoln’s Tomb in Chicago, and the Grand Central Terminal and Storm King Art Center in New York. Once finished, I submitted these lists for approval to the editors, and then wrote the descriptions, giving readers an idea of what was there, and why they might enjoy it. 

 

As mentioned above, the guides were included in Frontier’s in-flight magazine, and were also archived online in a format that was easily accessible by a number of devices. The result: All interviews and guides were completed on time and maintained the magazine’s high editorial standards.

                rontier Airlines wanted to highlight                        Chicago, New York and Washington,                       D.C. in their upcoming travel guides; I was familiar with all three cities, and was happy to contribute written content.

These “true” travel guides—only those who had firsthand knowledge of the cities were asked to write them—were printed in Frontier's bimonthly inflight magazine, Wild Blue Yonder.

 

Past guides included descriptions of popular locales and events, featured enticing photos, and highlighted an interview with a person-of-interest who described a few of his/her favorite haunts. In addition, guides were relatively concise to give passengers everything they needed to know in just a few minutes.

PROJECT SUMMARY