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Big Ambitions •

Monday Musings 14 October: Why is TikTok in a tizz over October? » Big Ambitions

Weekly Big Ambitions Monday Musings newsletter distributed to subscribers in the travel and tourism and marketing and PR space. Angle chosen and written by the writer of the week. 

"Here we are, perched in the middle of October, and I can’t help but wonder: have you felt that shift in the air? No, I’m not talking about the weather (although, let’s be honest, Cape Town’s spring winds are certainly making themselves known). I’m talking about the phenomenon that’s got TikTok in a tizzy – the ‘October Theory.’

Now, before you roll your eyes and mutter something about yet another social media trend, hear me out. There might just be something to this one. With over 36 million..."
Big Ambitions •

Monday Musings 1 July: Who’s Taylor Swift anyway? » Big Ambitions

Weekly eNewsletter written for Big Ambitions - angle pitched and written and images sourced by myself. Audience is Big Ambitions clients, travel and tourism and marketing and PR professionals.

"While South Africa woke up to the news of a new cabinet after a Family Meeting last night, we’re shifting our focus to a different kind of unity today – one that spans continents, generations and musical tastes.  Now, believe me, I’m no Swiftie. I can’t tell you the names of Taylor Swift’s cats or identify all her songs. But I would have been living under the proverbial rock if I’d failed to notice the MASSIVE Love Story between the world and T-Swift right now. Just look at your Instagram or Tik..."
Visit Stellenbosch •

Visit Stellenbosch: What kind of boscher are you?

Visit Stellenbosch: What kind of boscher are you?
We developed the concept for the client's Boscher campaign, from the campaign name and taglines to the content creation for the website, blog, social media, eNewsletters, survey quiz, paid advertising and organic South African press coverage. The campaign was successful in promoting Stellenbosch as more than just a 'wine' destination, highlighting the niche experiences that travellers can enjoy in the town, namely art, culture, wine, the outdoors and food.
Flight Centre South Africa •

Unravel Travel digital marketing & PR campaign

I was responsible for creating the strategic content calendar and direction for Flight Centre's Unravel Travel consumer campaign, conceptualised by Big Ambitions for Flight Centre during the COVID-19 pandemic. The campaign positioned Flight Centre as leading the way in customer support and education at a time when travel had never been more complex or confusing. The campaign was highly successful for Flight Centre, cementing their reputation as travel thought leaders and generating excellent measurables.
Big Ambitions •

Flight Centre Travel Group PR & content marketing

From 2018 to 2022, I was the Big Ambitions Brand Owner responsible for looking after one of the agency's largest clients in the leisure travel portfolio - Flight Centre (leisure/retail) South Africa. I took over the management of this account from the Big Ambitions CEO who was largely looking after client herself. The account management and content creation for this client included their 3 leisure brands: Flight Centre, Youth & Adventure and Cruiseabout.

This also included working with the Big Ambitions and Flight Centre HQ team on the annual Travel Expo - the largest event on the Flight Centre SA calendar.

Despite only having a month to work on a PR and content marketing strategy for the Flight Centre Travel Expo, the Big Ambitions team achieved an AVE of over R440k just for the Expo, in addition to R790k AVE for Flight Centre’s leisure brands in just one month.
I Love South Africa •

I Love South Africa travel pages - copywriting

I bought onboard a new contract client for Big Ambitions - a website copywriting project for The South African. They were launching their destination I Love South Africa landing pages.

I managed the project from start to finish, briefing out the necessary pages to team members and freelancers while also researching, writing pages and editing final submissions. Each page was between 2000-3000 words and involved detailed fact checking.

Client testimonial (snippet): “Setting the gold standard for travel writing. The South African enlisted experts in the industry, Big Ambitions, to help craft a fully-fledged travel category. The project, led by Big Ambitions Jenna Berndt, was a mammoth undertaking; made even more challenging by the volume of content required." (cont > https://bigambitions.co.za/home-page-revamp/)