Working with Royal Caribbean International has been an incredible journey for me as a copywriter. When I joined the team, the company was looking to rebrand and reposition themselves in a highly competitive industry. It was a daunting task, but I was thrilled to be part of the team that helped them achieve their marketing goals.

My first major achievement was creating Royal Caribbean's global tagline, Destination Wow. The tagline perfectly captured the company's disruptive strategy and inspired creativity across all territories. I was ecstatic when I saw the impact it had on the company's brand and the audience's response. From there, I worked on a range of cross-media copy and concepts, from direct mail and digital executions to brochures and broadcast. I helped change the game with bold, witty, conversational, and adventurous copy that resonated with the audience.

One of my most rewarding projects was marketing Royal's onboard conference spaces as an alternative to hotels for businesses. Crafting the tagline "Think outside the ballroom" was a pivotal moment that quickly became a rallying cry for the company's B2B division. It was featured prominently in emails, landing pages, social media posts, and more.

As a copywriter, I also had the opportunity to head up copy for casino and wedding promotions as well as scriptwriting for Royal's Global Tour Operations. Generating over 300 original shore excursion scripts was challenging, but it allowed me to showcase my creativity and storytelling abilities. Working with Royal Caribbean has been an unforgettable experience. I'm proud to have helped them rechristen their marketing goals and create engaging content that resonates with their audience. With Royal Caribbean, the possibilities are endless, and I'm excited to see what's next for this amazing company.

Collaborating with Emirates Airlines on their "Hello Tomorrow" campaign was an incredibly fulfilling experience. They were ready to break free from the conventional travel brand model and instead establish themselves as a global lifestyle brand. Their vision was ambitious, and I was excited to be part of the team that helped them achieve it.

The "Hello Tomorrow" tagline perfectly captured the essence of the campaign - connecting people's hopes, dreams, and aspirations. It was a powerful message that resonated with travelers worldwide and opened the door for endless creative possibilities.

As a copywriter, my focus was on creating engaging content that encouraged travelers to explore the airline's worldwide destinations in their own unique way. I wanted to take a storybook spin on the campaign, so I developed a breakthrough print concept that would captivate the audience's attention and inspire them to embark on their next adventure.

Copy:

Tomorrow goes wherever our imagination takes us. 

From distant horizons. And storybook kingdoms. To happily-ever-after hamlets. Cheers to keeping your head in the clouds and a foot on the ground in over 120 worldwide destinations. 

Fly Emirates to 6 continents. 

As a Senior Copywriter, my task was to come up with ad and branding ideas that would take the Crown Royal brand to the next level, and together, we surpassed all expectations. My strategy was centered around the unique features of Crown Royal: its smooth taste, iconic purple bag, and gold string. I utilized these elements to create a series of radio, print, digital, and out of home advertisements that would resonate with the brand's audience. One of my proudest achievements was the creation of a radio spot named "Sound of the Crown," which earned the esteemed Addy Award.

But that's not all – our team also produced an unforgettable TV commercial that featured a high-speed camera capturing a drop of whiskey forming a multi-pointed crown, effectively emphasizing the brand's unparalleled smoothness. And guess what? This spot won a Bronze REMI Award at WorldFest-Houston! I am thrilled that our campaign helped Crown Royal achieve its marketing goals, and I hope you will enjoy the smooth taste of Crown Royal as much as we enjoyed creating these ads. Cheers!

How do you help Cablevision, the eighth largest cable provider in the United States, connect with an urban audience and gain a competitive edge in the bustling telecommunications market of New York City? As Senior Copywriter, my mission was clear. To grab attention and market share from numerous competitors like Spectrum, Verizon, and RCN, I took charge of spearheading a creative campaign that showcased Cablevision's affordable phone, cable TV, and high-speed internet services to urban, multicultural consumers.

The campaign was designed to be fun, relatable, and memorable. And I was involved in every step of the process, from conceptualizing to bringing ideas to life through Direct Mail, Transit Posters, and a series of breakthrough TV spots.

The results were impressive. Our Direct Mail campaign generated a whopping 9.3% response rate with 40,000 pieces sent out, leaving the average rate of return of 1/2 to 2 percent in the dust. And our broadcast campaign generated nearly 4 million media impressions and picked up thousands of new subscribers. To top it off, our TV campaign was recognized with three Telly Awards.

Understanding the deeply personal nature of cancer, I assumed a pivotal role in spearheading a campaign that aimed to raise awareness and shape perceptions of the Helen F. Graham Cancer Center & Research Institute, ultimately driving patient acquisition for treatment. By leveraging poignant patient testimonials, I wanted to showcase the exceptional care and treatment across a range of cancer types, including breast, lung, bladder, non-Hodgkin's lymphoma, and kidney cancers. My primary objective was to position ChristianaCare as a pioneering force in comprehensive cancer care within the region. To accomplish this, we conducted in-depth interviews with a diverse array of patients, gaining profound insights into their experiences and the transformative impact of ChristianaCare on their care and overall well-being. In close collaboration with the hospital's External Affairs and Communications Teams, we strategically utilized various communication channels to effectively disseminate these powerful narratives, resonating deeply with the community.

Publicis Sapient, a leader in digital transformation, trusted by Adobe, McDonald’s and Verizon, is undisputedly one of the world’s top agencies — fusing strategy and consulting, experience and engineering with problem-solving creativity.

As a B2B Senior Copywriter with a focus on growing PS’s business in Transportation & Mobility, Travel & Hospitality, Food & Dining and Telecommunications, I was tasked with connecting with C-suite executives using an unstoppable combination of keyword-infused Landing pages, LinkedIn Social posts, Instagram Stories, Google Search ads, explainer videos, emails, banners and more to drive ROI. The results were exceptional. Our campaign successfully connected with C-suite executives, resulting in increased engagement and conversions.

The optimized landing pages and digital creatives resonated with our target audience, and the targeted email campaigns helped to establish trust and build lasting relationships. It was a privilege to contribute to Publicis Sapient's success, and I am excited to bring my expertise in copywriting to help your business connect with your audience and drive ROI.

When Denny's approached me to help them promote their Breakfast Specials and Kids Eat Free Promotion, I saw an opportunity to highlight the great value that Denny's was offering to families, while also emphasizing the delicious food and welcoming atmosphere that makes Denny's such a beloved brand.

To achieve this, I crafted messaging that was warm, welcoming, and focused on the benefits that families could enjoy by visiting Denny's. One of my favorite pieces of messaging was a catchy jingle that I created for Denny's Kids Eat Free promotion, inspired by the classic Lion King tune "I Just Can't Wait to Be King." The jingle “Can’t Wait” was performed by two adorable little girls, and it really captured the playful, family-friendly spirit of the Denny's brand.

Overall, I was thrilled with the results and I believe that my messaging played a key role in driving traffic to Denny's restaurants and helping them build stronger relationships with their customers.

As a creative copywriter, I was thrilled to take on the challenge of helping Anheuser-Busch increase product awareness and sales for their Michelob beer in the urban market. With a deep understanding of the target audience and consumer preferences, I worked closely with the company to create a series of fun and engaging radio spots that captured the imagination of listeners and kept them hooked until the very end.

Using a theater-of-the-mind approach, I crafted scripts that drew listeners in with a unique perspective and vivid imagery, and ended each spot with an unexpected twist that left audiences eagerly anticipating the next installment. The success of this campaign was reflected in its popularity across 15 markets, including the highly competitive New York City market, where it resonated with both urban and general audiences alike.

Thanks to the success of this initial campaign, I had the opportunity to collaborate with Anheuser-Busch on other brands within their portfolio, including King Cobra, Hurricane Malt Liquor, and Bud-lite. By leveraging my copywriting expertise, I was able to help these brands achieve their marketing goals and stand out in a crowded marketplace.

When Courvoisier decided to "shake things up" by blending premium French wine with their iconic Cognac, iDeas shook things up creating POP Posters, Shelf Talkers, Sell Sheets, Banners and Table Tents.

With my extensive marketing and copywriting experience, I was able to help Courvoisier launch this exciting new product in a way that truly captured the attention of our target audience.

Using my copywriting skills, I developed a range of compelling marketing materials that showcased the unique flavor and quality of their new blend. From eye-catching POP posters and banners to informative sell sheets and shelf talkers, every piece of marketing material was designed to grab attention and communicate the key selling points of their new product.

Thanks to my efforts, Courvoisier was able to successfully launch this exciting new product and generate a buzz in the market.

There’s never a cool-down time at Zumba. The popular Latin-inspired dance-fitness company has become one of the most popular group exercise classes on the planet. But don’t take my word for it. Just ask their 15-million happy, sweaty students at 110,000 sites, in 125 countries around the world who’ve “Ditch the workout and joined the party!”

When the South Florida company needed a copywriter to market one of its many popular weight loss products, Shake Shake Shake® and author health and nutrition guides for its popular DVD fitness kits, I got the gig. From recipe naming and scripts to crafting copy for daily social media posts, iDeas helped play a key role in shaping Zumba’s online message.

Over the past four years, iDeas played a key creative role in crafting United Way’s fundraising message both online and in the community. From keeping members engaged through monthly e-newsletters, event invitations and volunteer announcements to writing scripts, brochures and promoting UWMD’s programs and services to the community, iDeas helped the South Florida nonprofit increase annual donations from $29 million to over $36 million.

In addition to writing online articles, David:

• Spearheaded the revamping of unitedwaymiami.org

• Authored UWMD’s annual workplace campaign toolkit which included PowerPoint presentations, e-pledge guide, employee engagement toolkit, FUNdraising ideas, and more.

• Worked directly with the Creative Director and internal creative team to create compelling ads and emails that drive conversion, sign up, and retention.

• Shaped the organization’s annual campaign with his slogan: We Fight for a Stronger Miami. We Fight for You.

Connecting organically with online fans can be a challenge. That’s where iDeas made a difference. To help generate buzz for Kane’s Furniture, iDeas crafted daily interactive posts for Facebook, Pinterest, and Twitter to engage customers and showcase the store’s premium products. The result? CTRs on Facebook jumped from 1.3% to 4.4%.