Remote Lands
Messaging Kit & Tone of Voice
Often overlooked, tone of voice in copywriting can really help customers connect and engage with your message. Remote Lands’ incumbent copy style was matter-of-fact, with no real point of difference from the competition. The incumbent copy did not speak to clients’ needs or desires, nor did it connect at an emotional level.
Insight
A common thread identified from research was Remote Lands' ability to provide clients with deep connections to a destination and its culture. Another of Remote Lands' strengths is its empathy for client needs. Copy and tone of voice needed reworking to emphasise and demonstrate the emotional benefits of travelling with Remote Lands and reflect Remote Lands' intuitive ability to read it’s clients' preferences.
The Spark
Through tone of voice, create a brand personality that re-establishes Remote Lands as the market-leading provider of high-end luxury travel across Asia. Show that we understand our clients and what’s important to them. Create a tone of voice that’s friendly, emotive, and attitudinal, resonating with the customer demographic. Avoid pretence and reflect Remote Lands' brand personality by being true to who we are. Establish our expertise and build trust by showing, not telling, in how we communicate.
Tone of Voice
Primary Messaging
The Impact
Jay Tindal Remote Lands Founding Partner
