Brand copywriting for The Hoxton
Keeping things homey for The Hoxton, one of the industry’s most well-known luxury, community-focused hotel brands. The Hox needed copy for big brand campaigns and initiatives, digital launches for new properties – from websites to mailers – and printed brand collateral for use in Hox spaces. All of it smack bang on point with its TOV.
The Hox Chalet
Spanning web pages, mailers, social posts, partner pages and physical collateral, the copy for this three-level luxury chalet in Morzine, France, needed to sell fast – but subtly and organically. Decked out with a hot tub, wine cellar, snow-buried barrel sauna and a private Hox chef (and sponsored by Grey Goose no less), it sold lightning quick.
Tone Of Voice Guidelines
The Hoxton’s tone of voice has five pillars – well established centrally but watered down locally. In fact, Hox needed a full tone of voice guide developing to send to local markets. Starting with just a one pager of the five pillars, I created a 56-page guide in-depth, going into detail on what each pillar means and how to use it, situational tone, the dos and don’ts and plenty of real-life examples to show it in action. Available on request.
Branded Collateral
The Hox has a brand built on its community, on friendly, warming, witty copy that wraps you up and delivers a wry smile. So much of its ‘boring’ physical collateral does the same – from door hangers to maintenance signs to little phrases on the inside of room mugs. These are just a few examples but writing this kind of copy was BAU. And very fun.
Hox Property Launches
The Hox is on a sharp growth trajectory, launching in over seven new neighbourhoods in just 12 months in 2023. Every new Hox needs it’s own section of the main website covering rooms, neighbourhood, food and drink and FAQs. It also needs a pre-opening ‘narrative’ – the why behind the location – which guides all pre-launch comms: mailers, social posts, offer pages, offer codes, the lot. My role was to write and/or edit this copy.