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CASE STUDIES
case studies

Brand storyteller & full service copy house offering strategy, copy, and content

Tory Ellers

5-star services that feel like traveling with a friend.

Luxury Travel Club
Web Copy
June 28, 2023

Case Study Overview

HERE FOR THE SHORT VERSION? YOU'LL fIND IT BELOW. WANT THE FULL STORY? CLICK TO NAVIGATE TO EACH SECTION.
THE CLIENT
the client
Tory Ellers is a Luxury Travel Club for the storytellers of the world. They use carefully cultivated relationships with elite partners around the globe to create personalized itineraries for each guest in their club.
THE INDUSTRY
the industry
Luxury Travel Clubs have a reputation for being aloof.
THE TARGET CUSTOMER
the target customer
A natural storyteller traveling for all the right reasons. They're tired of the exhaustive research involved in traveling solo, and are looking for a real person who can make even their wildest bucket list items a reality.
THE DIFFERENTIATOR
the differentiator
A service grounded in warmth, understanding and empathy.
THE BRAND CHARACTER
the brand character
A breath of fresh air in the world of luxury travel clubs. They're not afraid to be informal or to use humor, and they lead with personal interest and empathy rather than maintaining a cold, professional distance from their guests.
THE OPPORTUNITY
the opportunity
Clients normally have to choose between a club that makes them feel understood and one that will deliver top-of-the-line exclusive experiences. If they were able to see that they didn't have to choose, Tory Ellers becomes the natural choice for people traveling for deeply personal reasons.
THE COPY: OUR APPRACH
the copy: our approach
With a lot of research, we were able to present the simplest, warmest version of a luxury travel club. We let the travelers be the storytellers, their core desires shape the itinerary, and positioned Tory Ellers as the helpful and talented concierge making their dreams come true.
THE RESULTS
the results
Clients can tell there's something special about Tory Ellers. And Pamela? She finally feels confident in the persona she's presented to the world after ten years of dreaming about what it could look like.
Your brand isn't really a business - it's a character. It has its own challenges, values, motivation, and (wait for it!) lexicon. And when a dynamic brand character meets a dedicated brand storyteller? The result is the kind of messaging that your ideal audience won't be able to stop reading.


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Tory Ellers

The Client

Tory Ellers is a Luxury Travel Club for the storytellers of the world.

Pamela Garza knew from day one: she had a knack for experiencing a destination. Not only was she gifted at discovering off-the-beaten-path experiences, she could instantly identify what kinds of experiences satisfied the emotional needs of different travelers, even if they hadn't spoken them out loud.

She could tell whose life would be changed by seeing the sun rise over the African savanna, and who would appreciate a private chef being sent to their chateau.

When she founded Tory Ellers, she had already cultivated an extensive network of relationships at dream destinations around the globe.

(Think: the Four Seasons, the Ritz-Carlton, and the Waldorf-Astoria.)

She uses those relationships to create deeply personal travel itineraries for their club members. With their creativity, empathy, and love for people, Tory Ellers makes once-in-a-lifetime experiences every day of the week.

TRAVEL IS EXCLUSIVE

The Industry

A reputation for being aloof.

In an effort to convey exclusivity, they are extremely selective with the kinds of people they cater to. They trade heavily in influencer marketing and tend to lean into scarcity. This culture can make first-time members feel out of their depths and (literally) out of the club.

TRAVEL IS PERSONAL

The Differentiator

Grounded in empathy.

Tory Ellers takes the time to get to know both their members and their destinations in a deep, meaningful way. This allows them to create itineraries that are personally significant and exactly tailored to each of their travelers -- right down to the type of pillow they sleep on at night.

The Customer

Ready to ditch TripAdvisor. For good.

Values detail
Elevated expectations
Natural storyteller
Seeking perspective
Afluent
High standard of living
Craves connection

A natural storyteller traveling for all the right reasons.

During the pandemic, Tory Ellers' ideal client realized one essential fact: everything is easier when you can just talk to a real person.  However, they're often turned off by the impersonal experience provided in most Travel Clubs.

Instead, they're looking for a real person that they can talk to about even their wildest travel goals. They also prefer to travel with a safety net - being able to reach out at the drop of hat when something goes wrong makes them happy and content.

Their travel is motivated by their desire for connection. Connection with their families, themselves, and the world around them.

BRAND TAGLINE
Founded for the creation of stories worth telling • Founded for the creation of stories worth telling • Founded for the creation of stories worth telling • Founded for the creation of stories worth telling •
Founded for the creation of stories worth telling • Founded for the creation of stories worth telling • Founded for the creation of stories worth telling • Founded for the creation of stories worth telling •
Founded for the creation of stories worth telling • Founded for the creation of stories worth telling • Founded for the creation of stories worth telling • Founded for the creation of stories worth telling •
CHARACTER MOTIVATION
Imagination • Personal Interest • Integrity • Collaboration • Excellence • Nurturing • Trust • Connection • Imagination • Personal Interest • Integrity • Collaboration • Excellence • Nurturing • Trust • Connection
Imagination • Personal Interest • Integrity • Collaboration • Excellence • Nurturing • Trust • Connection • Imagination • Personal Interest • Integrity • Collaboration • Excellence • Nurturing • Trust • Connection
Imagination • Personal Interest • Integrity • Collaboration • Excellence • Nurturing • Trust • Connection • Imagination • Personal Interest • Integrity • Collaboration • Excellence • Nurturing • Trust • Connection
CHARACTER TRAITS
Simple • Accessible • Friendly & Welcoming • Personal • Passionate • Approachable & Professional • Simple • Accessible • Friendly & Welcoming • Personal • Passionate • Approachable & Professional
Simple • Accessible • Friendly & Welcoming • Personal • Passionate • Approachable & Professional • Simple • Accessible • Friendly & Welcoming • Personal • Passionate • Approachable & Professional
Simple • Accessible • Friendly & Welcoming • Personal • Passionate • Approachable & Professional • Simple • Accessible • Friendly & Welcoming • Personal • Passionate • Approachable & Professional
simple
simple
VOL. 1
Defined

Saying less with more allows space for the travelers to be the storytellers.

Our Approach

When it comes to traveling, Tory Ellers believes that there's only room for two: the destination and the traveler.

So, in their copy, we chose short sentences and evocative but straightforward language. We also invited former travelers into the narrative whenever possible.

Keeping things simple allows Tory Ellers' brand voice to facilitate magical experiences without being the star of the show.

Not unlike a really, really good concierge.

simple
funny,
sometimes informal
funny,
sometimes informal
VOL. 2
Defined

Traveling can be stressful but should always be fun.

Tory Ellers isn't afraid to tease, joke, and gently poke fun at otherwise stressful situations.

Our Approach

Tory Ellers' brand voice uses a lot of abbreviations, short sentences, and a few subtle pop culture references - something you don't normally associate with the very formal world of luxury.

We didn't shy away from talking about the unpleasant parts of traveling, but always made sure to keep these light.

In the end, site visitors feel like they're having a casual conversation with a peer about a trip they can't wait to go on.

funny,
sometimes informal
trustworthy
& transparent
trustworthy
& transparent
VOL. 3
Defined

Trust is the bedrock on which Tory Ellers is formed, and that comes from transparency.

Tory Ellers clients expect them to be completely upfront about what to expect, what it's worth, and how much it costs.

Our Approach

The travel industry is full of hidden fees, click-bait deals, and fine print. Not only does this put distance between the client and the business, it's at odds with a luxury experience.

We surfaced limitations and caveats in their copy, making sure they were almost as prominent as the features and benefits.

We displayed the same details in multiple places and multiple formats to appeal to all kinds of website visitors.

And when we talked about price, we did so candidly. No asterisks required.

trustworthy
& transparent
passionate
passionate
VOL. 4
Defined

Language that reflects that Tory Ellers is passionate about the transformative possibilities of travel, instead of viewing it as a form of casual entertainment.

Our Approach

In our storytelling, we highlighted the emotional and psychological impact of travel.

The connective moments shared with loved ones - the ability to reconnect with a heritage - and more.

We painted these moments in vivid detail to show that Tory Ellers is passionate about the lived experience of luxury travel, and values it more highly than prestige.

passionate

Customers took notice

With its unique take on approachable luxury, Tory Ellers is different from most luxury travel clubs - and right away, clients could tell.

"This copy is the biggest reason I'm attracting clients (and mostly ones that don't know my brand.)" - Pamela

Implementation was a breeze

I worked directly with Tory Ellers' web designer to co-operatively design the flow and layouts of the page.

We tackled live reveal calls with both Pamela, Marisa, and myself on the line. This allowed us to tweak, add animations, and map the customers' journey together in real time.

Brand messaging finally felt aligned

Through live copy review sand open communication, Pamela was able to understand and stand behind every piece of her messaging.

"You took the time to explain why we were doing things a certain way. That's key. I do that for my clients, and you did it for me." - Pamela

The Conclusion

where they started
When she founded her first company in 2020 Pamela learned how transformative good copy can be. With Tory Ellers, she wanted a different persona than she had seen in her decade of luxury travel, and she needed a writer who could continue to work with her as her brand grew.
what we did
Digging into the tone and vibe of other luxury travel clubs helped us see more clearly where Tory Ellers stood apart. And consuming (a lot) of dream client influencer content helped us be incredibly specific about the core needs, wants, and fears of their ideal customer.
why it worked
Customers don't need to choose between the travel club that feels inclusive, the one that feels personal, or the one that delivers phenomenal experiences. Tory Ellers' distinct voice and crystal clear process removes the guesswork and leaves the best of all worlds.
what they said
"Zoie is magic! Our calls were full of energy and excitement, and the process was flawless and easy. It's exactly what people like me, who have a million things to do, need before a launch. I'm already looking to bring her magic to my brand in other ways."

Is your brand doing things differently?

Let's make sure others feel just as passionately about your work as you do.

A SPECIAL NOTE

I have to admit, this job was downright dangerous for my travel expectations.

Did you know that you can take a helicopter to a glacier at the North Pole and then jet ski across it? Did you know you could have lunch on top of a pyramid? 

I sure didn't. Now I do.

I loved this project. I've always been fascinated by what an empathic person can do when they apply their talents to a new area of business, and Pamela opened my eyes to what it looks like when someone who completely loves experiencing the joy of others has a free reign to create mind-blowing experiences.

Pamela was the picture perfect blend of ambition, creativity, big picture thinking, and servant leadership. She also a true collaborator, bringing fantastic ideas to the table, but staying eager to learn and open to suggestions.

I can't wait to (vicariously) experience the stories that Tory Ellers brings into the world.