Each property needed its own editorial voice. A Maldivian island demanded a different register from a Moroccan riad or a Mauritian villa. The writing had to shift tone across continents and climates while remaining unmistakably ITC Classics. Sensory without tipping into purple. Aspirational without sounding like it was trying.
Across the brand work, we deliberately borrowed the language of luxury tailoring. Holidays were commissioned, handcrafted and made around the individual rather than simply booked. The destination mattered. The feeling of personal craftsmanship mattered even more.
Luxury travel copy lives on a dial. Destination editorial needs to be sensory and immersive, putting the reader on the beach before they have picked up the phone. Brand advertising needs the opposite: space, confidence and restraint. The discipline is knowing how far to turn it.
