The cover of our partner-facing tone of voice guidelines.
An excerpt of the playbook for adapting the high-level tone of voice guide.
The template that writers can use when applying the copy-wide tone of voice guidelines to their specific user problems or content strategies.
Challenge
Booking.com's existing tone of voice guideline covered only guest-facing copy.
Solution
Develop a partner-facing tone of voice guideline that aligned with the original guest-facing one.
How I helped
Led the development of a partner-facing tone of voice guidelines
Collaborated with partner-facing writers across tech, marketing and operations to collect data on successful copy
Identified themes within the successful copy
Organized newly identified themes into principles that fit under and support existing guest-facing commandments
Aligned with stakeholders across the business to ensure guidelines applied to all areas
Worked with external agency to format guidelines into a useable document
Result was a data-backed guideline that is used by 70+ copywriters across all partner-facing areas of the business
After this, I created a playbook for writing, product, and marketing roles across the company to adapt these high-level tone of voice guidelines to their specific user problems and content strategies, as a means to encourage consistent brand representation