Freedom Destinations
A social-first strategy for Freedom Destinations, mixing reels, TikToks, itinerary inspo, carousels and UGC 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.
Content Series
Expert Insights
(Shot & edited by me)
A content series where I interviewed team members fresh off their FAM trips. It created authentic, staff-led UGC 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.
