Departures x Hilton: The Guest Chronicles

Creative Concepting, Deck Writing, Pitching and Communicating with Clients, Editorial Writing, Copywriting

As Associated Creative Director at Departures, I pitched a human-oriented content campaign to Hilton’s Luxury Brands — Waldorf Astoria Hotels & Resorts, LXR Hotels & Resorts, and Conrad Hotels & Resorts — to provide an authentic, candid view into their differentiated experiences. We asked three Departures contributors to visit a specific area of the world, stay at three properties each (one from each brand), and document their experiences through first-person copy and imagery. I collaborated with Joy Scull on the final deliverables: a seven-page spread in Departures’ Spring 2022 print edition, a corresponding digital article on Departures website, and traffic-driving placements throughout Departures’ ecosystem. Fun fact: One of the contributors was Ivy Elrod who, in addition to having a frequent byline on Departures, is my sister. She took our other sister with her because generosity runs in the family.

We translated the multi-page print experience into a single engaging story on Departures’ website that linked out to the brands, as well as the individual properties.

A selection of digital placements that appeared across Departures’ website, newsletter, and Instagram that all linked to the digital article.