The challenge

Recognising that tourism is the world’s largest (and growing) industry, Oxfam made the decision to explore new ways to use tourism to help their global mission of making poverty history.

 

Coming up with The Good Traveller brand — a digital platform to manage and distribute travel products — the charity went to not one, but TWO traditional copywriting agencies, to get a full website and series of tour experiences written. However, both failed to deliver the goods.

 

They needed a creative agency able to inject interest and vibrancy into dry copy, they needed an agency who really ‘get’ travel. 

What we did

Tasked with branding and writing for the new travel arm of the global charity, we began by researching existing ethical tourism offerings, before coming up with suggested business tag lines and web copy. Next, we turned our attention to the initial tour offering (four local led tours in Sri Lanka), which were again thoroughly researched. 

Pairing our travel know-how with SEO and digital skills, we created engaging copy geared towards mainstream travellers (more eyes, more potential bookings) that showcased the positive impact and authentic experiences a Good Traveller tour can provide. 

In addition to delivering all of the above, we also made sure that all copy was easily adaptable for future PR materials (budget always being our watchword) and added suggestions for future blog and other content verticals to complement and enhance the tour offering. 

The result

“When we wanted to create a website for a new travel arm of Oxfam we initially worked with several copywriting agencies, both of who failed to deliver what we needed. After approaching Moon Dog Media, it was easy from the get-go. Not only did Paul and his team nail the brief, they provided invaluable suggestions for other elements of the new business — highly creative ideas that went above and beyond. The result was a vibrant and engaging online platform.”

Sadie Moore, Corporate Partnerships Manager, Oxfam Australia