Localisation, messaging and communications consultancy,
Visit Kaga
I worked in partnership with a Japanese creative agency to deliver destination marketing strategy that helped position the Kaga region for an international audience.
I provided guidance on messaging, tone and localisation - including advising on how best to relay cultural concepts to non-Japanese audiences and make content culturally accurate and in line with international expectations. I also produced a series of in-depth, SEO-optimised articles on cultural practices, food and key destinations for the marketing campaign.
Messaging and content strategy, Action4Youth
Raising awareness and telling the Action4Youth story.
I developed campaign messaging and content strategy for the charity designed to increase engagement, grow reach and support fundraising and donations. This included creating a content plan and revising the charity’s social strategy and output.
Destination marketing, PR and communications consultancy,
UIGI Kanazawa
I led the marketing, communications and PR strategy for a destination marketing campaign for Kanazawa - targeting Taiwanese audiences.
I conducted audience research and used this to define the messaging, audience targeting, content structure and approach to communications. I also identified partnership and media outreach opportunities and proposed a strategy for a launch activation.
Creative copywriting, BT
Creating multi-platform copy concepts for BT’s B2B and B2C divisions.
I worked within BT’s creative team to produce short-form copy for both below and above-the-line ads. Additionally, I developed video scripts, explainers, conversion-driven emails and content for internal communications.
Integrated campaign strategy, Ishikawa Tourist Board
I led the messaging and content strategy for a campaign promoting the Ishikawa region of Japan to a global audience.
As a local expat, I helped develop the creative concepts for the campaign before rolling them out across multiple channels. I also wrote copy for multiple destinations and experiences and advised on translated content, providing guidance on tone, clarity and cultural nuance to ensure consistency for international readers.
Content and thought leadership support,
TAMLO
I produced a series of thought leadership articles for TAMLO, a Japanese–British marketing agency. The content was designed to position TAMLO as a leading authority on marketing, localisation and cross-cultural business between Japan and the UK.
Topics ranged from content localisation and international marketing strategies to remote working structures and cultural barriers in the workplace. The project involved interviewing TAMLO team members, conducting research and translating specialist knowledge into engaging, insight-led articles for a wider audience.
‘Emily interviewed me for our website. Although self-promotion makes me feel a little queasy, her professionalism eased it completely and the article shows her talent as a writer. If you need a journalist, copywriter or communications specialist, look no further than Emily. She has never ending enthusiasm and creativity; simply a joy to work with.’ - James Lovell, TAMLO
Brand messaging and SEO-optimised content,
Keltie & Clark
I created cohesive brand messaging for garden designers Keltie & Clark that better reflected the quality and character of their work.
I also developed a content structure that underpinned a new website and client-facing materials and I delivered SEO strategy and copy to strengthen their online presence and ensure the company ranked higher in search engines.
Brand identity development, Envero Jewelry
I worked with the ethical Tokyo/New York-based fine jewellery brand to define and articulate their brand values and tone of voice. I helped shape their overarching messaging and translated it into compelling web copy that reflected the brand’s personality and ethos.
‘Emily helped us put together brand overview messaging. The communication was smooth, quick responses, easy to work with and we were able to achieve exactly what we were looking for! We would like to continue to work with Emily on any future projects.’ - Aiko Katayama, Envero Jewellery
