LUCY MCGUIRE
FREELANCE WRITER | JOURNALIST | COPYWRITER
I have honed my skill for writing branded content for clients, ever since I led the competitions pages for a number of local newspapers at the Manchester Evening News Group, at the start of my career. Since then, I have continued to produce branded travel copy for publications such as Wanderlust, The Times and various travel companies and inflight magazines.
Some of my most valuable experience in writing commercial content came during my in-house role as Brand Journalist for Virgin Holidays. In this position, I was tasked with producing a variety of lively and attention-grabbing travel content for the company's holiday brochures, customer emails, social media platforms, newsletters and the Virgin Holidays blog. I also wrote travel advertorials and branded articles for a range of national newspapers, alongside commercial content for MSN.com, Attitude and Escapism magazines. Within Virgin Holidays' marketing department, I also helped to create attention grabbing headlines for national campaigns while editing Virgin Holidays' first iPad magazine, Unleashed.
Here are just a few examples of some of my branded work.
Commercial work
Connecting your brand to your audience
I write branded native content for national publications such as Wanderlust and The Telegraph. This involves partnerships with a range of well-known travel brands and organisations such as British Airways Holidays, Trailfinders, Qatar Airways and Accor Hotels as well as tourism boards.
My other commercial work over the years has involved writing content directly for organisations like TUI, Travel Supermarket, CheapFlights and Virgin Holidays, alongside features for membership magazines such as Boundless, English Heritage and RSPB.
I approach every project with a high level of professionalism, staying close to the client’s brief and adapting the tone of voice to suit the audience.
I am available for both native content projects and branded projects that involve direct work with a brand or agency. I can also produce website copy for your brand or blog or assist with the copy across your company brochure, customer emails or other marketing collateral.
Here are a few examples of the commercial work I've carried out.
 Wanderlust | Top sporting events and traditions in Barbados |  Wanderlust | Exploring the best festivals in Barbados |  The Telegraph | Trailfinders feature on ways to explore Italy |
|---|---|---|
 The Telegraph | Trailfinders feature on Southern Australia |  The Telegraph | European Spa Hotels |  The Telegraph | Exotic bucket-list hotels |
 The Telegraph | inspirational city breaks |  Boundless magazine | Forest of Dean |  The Telegraph | inspirational European holidays |
 The Telegraph | Blissful Beach holidays with British Airways |  The Telegraph | Anantara hotels in Italy, the Netherlands, Spain and the Maldives |  The Telegraph | Tivoli hotels in Tenerife & Portugal |
 Highlights of the Garden Route, with Llama Travel |  Wanderlust | A travel guide to Armenia |  Wanderlust | Reasons to visit Montenegro |
 TUI's Live Happy inflight magazine. |  TUI's Live Happy inflight magazine. |  Wanderlust | travelling the Explorers Way in Australia |
 Wanderlust | Guide to Montenegro's five national parks |  Wanderlust | Food Guide for South Africa |  Wanderlust | Wildlife experiences in South Africa |
 Wanderlust | Guide to Jordan's UNESCO Heritage Sites |  The Times | Chic Domes Resorts |  The Times | Conservation in Singapore |
 The Times | Conservation in Singapore |  The Mindful Getaway Guide for Travel Supermarket |