Compelling copy and engaging editorial

Edwin Doran: Website relaunch

THE CLIENT: Edwin Doran Sports Tours offer bespoke trips for touring teams that draw on a global network of links with the best schools, clubs and ex-sporting internationals.

THE JOB: We provided copy for the whole site, revamping and polishing source material to make it work harder and coming up with new copy to give a taste of what players can experience on tour. The writing had to reinforce the brand messages of expertise, specialist knowledge, unrivalled networks, team bonding, unforgettable experiences and excellent safety and support.

All this had to be done in a hard working, design-led site that is very light on copy, based on the principle that it is better to show, rather than tell. Outside the main build, we wrote SEO articles to boost the site’s ranking. We aimed to get inside the mindset of each sport, using tone and content that would appeal to players and tour managers, whetting their appetite for a tour with lively flashes of what they would experience.


Football tours to Argentina
The Argentinians’ passion for football is legendary and infectious, invigorating your team. See areas of incomparable beauty on an unforgettable sports tour. Visit the Boca Juniors’ stadium on match day – the crowds’ chants are known as the 12th man for their strength and support.

What you’ll experience
Learn gaucho skills on a ranch, explore buzzing Buenos Aires, hike by Iguassu Falls and go white water rafting, take a river cruise through the Tigra Delta and tour the Boca Juniors’ stadium.

Cricket tours to Antigua
The cricket-mad Antiguans are known for bowling fast and hitting the ball far, giving your team a real sporting challenge. The locals have a passion for the sport and love to discuss the game with visitors. Time between matches and training can be spent soaking up the sun on beautiful beaches, cruising the clear waters and enjoying the vibrant yet easygoing culture.

Antigua has given the world some legendary cricketers including Andy Roberts, Richie Richardson, Curtly Ambrose. But it’s most famous cricketing son has to be Sir Vivian Richards who has a $60m stadium named in his honour. On our cricket tours to Antigua, you can take the unique chance to play in this impressive test venue.


“These talented writers can whip source material into shape and sprinkle it with fairy dust, plus come up with inspiring original copy that meets the brief. They’re dedicated, efficient and flexible – the team were very impressed.”
Diarmaid Crean, Digital Director (Specialist & Activity), TUI Travel, PLC