Freedom Destinations
An organic social strategy for Freedom Destinations, mixing reels, TikToks, itinerary inspo, carousels and expert knowledge to bring the destinations to life. In 9 months, I grew their Instagram following 4x and successfully launched their TikTok channel. Each post was crafted to be informative, offer value to travellers and showcase the team’s first-hand expertise.
All of the content on this page is owned by Freedom Destinations and was created under their employment.
The Journey
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Freedom Destinations is all about turning ‘someday’ trips into ‘book it now’ adventures. From epic US road trips and Australian coastlines to African safaris and Asian city breaks, they specialise in tailor-made travel that’s packed with first-hand expertise. Their team aren’t just selling holidays - they’ve lived them. That means every itinerary comes with a little extra magic, because it’s built from real experiences, not just guidebooks.
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Freedom’s audience want journeys that feel adventurous yet effortless - the kind of bucket list trips you can sink into knowing every detail is taken care of. They’re curious, well-travelled, and drawn to experiences that feel enriching without being overwhelming. Most importantly, they want to know they’re in safe hands, with experts who can turn their big travel dreams into a smooth, unforgettable reality.
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Freedom has the knowledge, the passion and the product - but their social channels weren’t showing it off. Posts felt a little static, and the brand’s voice wasn’t quite breaking through in a busy, fast-paced feed.
The challenge was to create a social presence that came alive with the same energy you get when you’re planning the trip of a lifetime. Something that cuts through the sea of content, delivers value, and makes people think: ‘these guys really know their stuff’.
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The strategy was simple: mix inspiration with information, and make it scroll-stopping. Each piece of content was crafted around sparking wanderlust, teaching something useful, and building trust in the brand’s expertise.
The content pillars:
Reels & TikToks - quick-hit adventures designed to transport people in seconds.
Carousels - snackable itinerary inspo, tips and guides that people want to save.
Expert-led content - putting the spotlight on Freedom’s team, sharing first-hand stories and advice from people who’ve actually been there.
Itinerary highlights - showing off their tailor-made side of Freedom with journeys you won’t find on a package site.
It was all about energy, expertise and authenticity - content that looked good, felt valuable, and made Freedom stand out as the travel brand that really knows.
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In just nine months, Freedom’s Instagram following grew 4x and their TikTok presence was born. Engagement picked up pace as reels took off, carousels became save-worthy inspo, and TikTok started opening the door to a whole new audience.
But the real win? Their socials felt like the brand itself: adventurous, knowledgeable and genuinely inspiring. Instead of blending into the feed, Freedom became the account people followed to fuel their ‘where’s next?’ list.
The Creatives
Expert Insights
(Shot & edited by me)
A content series where I interviewed team members fresh off their FAM trips. It created authentic, staff-led insights that built trust - showing that the Freedom travel consultants don’t just sell holidays - they’ve actually been there making them true experts in their destinations.
Louisiana FAM Trip
(Posted on TikTok)
I documented each day of my FAM trip to Louisiana on TikTok, capturing real-time moments, not just polished shots. It’s a great example of how storytelling creates connection and makes people feel part of the journey.
Organic Reels
(Edited from brand and stock footage)
Reels created using hotel, tourist board and stock footage - transformed with hooks, captions and storytelling designed to drive engagement and bring destinations to life.
Carousels
As mentioned on the previous page, carousel posts are the top-performing format on Instagram right now - driving 114% more engagement than photos and 12% more than reels. I created the carousels below for Freedom Destinations with the goal of being genuinely helpful - offering real value to travellers, not just eye candy.
Creative Activation
& Event Coverage
Explore Louisiana
Explore Louisiana brought a taste of the South to the Freedom Destinations office with a fried chicken truck and an America-themed dress up day - think stars, stripes and plenty of cowboy hats. I captured the energy of the event as it unfolded, creating a fun, shareable reel that showcased the personality of the destination and kept the excitement going long after the last drumstick was gone.
Visit Tucson
When it came to promoting Tucson as part of a marketing campaign, we wanted something a little different. So, I tapped into my cake-making past and created these Tucson-themed cacti cupcakes to share with the sales team. A small gesture with a big impact - and a perfect example of how thinking outside the box (or the cake tin) can make a destination unforgettable.
