Senior Creative Copywriter
Remote
Full Time
Experienced
Brand: Global Touring (Back-Road Touring Co. and Topdeck Travel)
Position: Senior Creative Copywriter – 12 month fixed-term contract (maternity cover)
Reporting to: Head of Creative
Location: Hybrid (HQ Chiswick, London, plus remote)
Start date: 25 May 2026
Global Touring
Here at Global Touring, we’re a travel company specialising in small-group tours and inspiring people through life-changing travel experiences. Through our brands Back-Roads Touring and Topdeck Travel we are ever developing our product range, driving growth in key sales markets (Australia, New Zealand & North America), innovating product delivery and ensuring we deliver a first-class customer experience. Don’t worry if you can’t find Global Touring when you search online – this is our internal brand; externally we only use our customer-facing brands.
Back-Roads and Topdeck serve very different customers, so our structure is designed to set each brand up for success. While some team members work exclusively on one brand, this role supports both brands, with an approximate 80/20 split between Back-Roads Touring and Topdeck Travel.
We’re looking for someone to join our team that aligns perfectly with our brand and values. If this sounds like you then keep reading!
The Role
We’re looking for an energetic writing wizard with a flair for conceptual ideas, a passion for storytelling and a keen eye for detail. You’ll need to be a strategic thinker and a grammar perfectionist who can spot an incorrect apostrophe a mile away, who’s confident writing anything from a TV script to ad copy where every. word. counts.
Connecting the dots between big ideas and brilliant execution, we want someone who can come in and hit the ground writing. You’ll report into the Head of Creative and form part of the wider Creative team – amplifying the magic of our small-group tours.
Key Responsibilities
Responsible and Sustainable Responsibilities
Experience, Requirements and Key Behaviours
We support flexible working, and for the right candidate we’re open to this role being based remotely.
Hungry for more? Shoot over your CV and portfolio along with a cover letter telling us why this is the job for you – and equally why you are right for us.
Global Touring Values
Our values aren’t just words on a page. They’re the backbone; the steering wheel; the soundtrack to how we embrace each day. Like a well baked brownie, every ingredient combines to achieve the rich consistency fueling the soul of Global Touring.
Stay Curious
We are natural born explorers. Our people question old solutions, apply alternative thinking and embrace being challenged in the search for outcomes. We’re excited by the journey on and off the road – expanding our knowledge, adapting to feedback and questioning the status quo. Value ideas over hierarchy. Have the courage to take risks. Don’t let perfection prevent growth.
Choose transparency
We take the right way, not the easy way. We’re straight up even through the toughest conversations; tackling challenges head-on and with integrity. Honour commitments. Communicate with clarity. And build relationships based on mutual respect. Forget hidden agendas, we treat everyone fairly – despite a preference for instant coffee.
Don’t pass the buck
If we do it, we do it well. We are empowered to make decisions based on data and experience – holding each other accountable along the way. Spare the excuses. Be fearless in the pursuit of results. And take responsibility – even when no one’s looking. There will be bumps in the road; that’s ok. We own our mistakes and learn from the challenges as well as the successes.
Together we go further
Across oceans and office desks, it’s more than a love for travel that keeps us connected. There are no silos here; we are each other’s toughest critics and loudest supporters especially around the ping pong table. People with diverse backgrounds, different identities and varied experiences make our company exceptional. We embrace alternate perspectives, recognise each other’s strengths and champion collective genius.
Position: Senior Creative Copywriter – 12 month fixed-term contract (maternity cover)
Reporting to: Head of Creative
Location: Hybrid (HQ Chiswick, London, plus remote)
Start date: 25 May 2026
Global Touring
Here at Global Touring, we’re a travel company specialising in small-group tours and inspiring people through life-changing travel experiences. Through our brands Back-Roads Touring and Topdeck Travel we are ever developing our product range, driving growth in key sales markets (Australia, New Zealand & North America), innovating product delivery and ensuring we deliver a first-class customer experience. Don’t worry if you can’t find Global Touring when you search online – this is our internal brand; externally we only use our customer-facing brands.
Back-Roads and Topdeck serve very different customers, so our structure is designed to set each brand up for success. While some team members work exclusively on one brand, this role supports both brands, with an approximate 80/20 split between Back-Roads Touring and Topdeck Travel.
We’re looking for someone to join our team that aligns perfectly with our brand and values. If this sounds like you then keep reading!
The Role
We’re looking for an energetic writing wizard with a flair for conceptual ideas, a passion for storytelling and a keen eye for detail. You’ll need to be a strategic thinker and a grammar perfectionist who can spot an incorrect apostrophe a mile away, who’s confident writing anything from a TV script to ad copy where every. word. counts.
Connecting the dots between big ideas and brilliant execution, we want someone who can come in and hit the ground writing. You’ll report into the Head of Creative and form part of the wider Creative team – amplifying the magic of our small-group tours.
Key Responsibilities
- As our in-house copy specialist, you’ll provide guidance to other team members and uphold tone of voice standards across our brands. You’ll provide daily support for any copy-related queries and be confident in proofing other writers’ copy when required.
- Understand and champion our core target audiences – 55+ travellers (Back-Roads) and 18–32-year-old travel seekers (Topdeck) in the AU/NZ/US markets.
- Combine business objectives, marketing messages and product details to create copy across multiple channels. This includes (but is not exclusive to) brochures, websites, emails, ad copy, TVC/radio scripts and trade marketing materials. You’ll do it all.
- Ensure the entire creative output is considered where necessary – from visuals to on-screen captions and voiceovers – working with designers and other creatives towards a cohesive vision.
- Receive briefs in an agency-style manner. You’ll be well rehearsed at interrogating, understanding the WHY and delivering quality work to deadline.
- Play a key role in creative concepts and brainstorming sessions, turning abstract ideas into engaging and effective campaigns. Present concepts to internal stakeholders, defending creative choices with brand strategy and data-backed insights.
- Take complex messaging and transform it into clear, crafted copy that is easily digestible and always impactful.
- Use insights from SEO, brand, product and sales teams to inform your copy whilst delivering at pace to strict deadlines.
- Develop and maintain strong and considered brand voices across print and digital platforms, and editorial and commercial scenarios.
- Produce targeted and actionable copy that adheres to our tone of voice, with a focus on the end-user journey (the ‘what’s in it for them?’).
- Ensure a consistent, quality and seamless customer experience across key touch points by way of tone of voice.
- Understand the channel for intended copy, with the skills to adapt and style to suit specific scenarios.
Responsible and Sustainable Responsibilities
- A commitment to improving recycling processes within our offices.
- A commitment to stopping the use of all single-use plastic items in our offices.
- A commitment to promote the use of reusable items such as Tupperware and water bottles in our offices.
- A commitment to protect our company culture of openness to all people.
Experience, Requirements and Key Behaviours
- 5+ years’ copywriting experience writing long- and short-form content across varying formats – including print and web, commercial and editorial.
- Experience engaging the 55+ demographic across the AU/NZ/US markets is preferred
- Proven history of delivering eye-catching and effective creative campaigns, from promos to big brand reveals.
- Educated to degree level and/or with relevant qualifications in marketing, communications or journalism.
- Exceptional writing skills with impeccable spelling and no tolerance for poor grammar and typos.
- Ability to take and action feedback, rejection and constructive criticism – as well as being able to back your own ideas.
- Ability to write with speed, consistency, accuracy and creative flair with enthusiasm for both our brands (and switch seamlessly between the differing tones of voice).
- A basic understanding of SEO best practice.
- An interest in ‘what works’, with the ability to use performance data (click-through rates, booking trends etc) to refine and optimise copy.
- A problem solver with a positive can-do attitude, looking for solutions.
- An excellent communicator and team player with a high level of emotional intelligence.
- A finger on the pulse of the travel industry and wider cultural trends to ensure our brands stay relevant and ahead of the curve.
- And of course, a love for all things travel-related!
We support flexible working, and for the right candidate we’re open to this role being based remotely.
Hungry for more? Shoot over your CV and portfolio along with a cover letter telling us why this is the job for you – and equally why you are right for us.
Global Touring Values
Our values aren’t just words on a page. They’re the backbone; the steering wheel; the soundtrack to how we embrace each day. Like a well baked brownie, every ingredient combines to achieve the rich consistency fueling the soul of Global Touring.
Stay Curious
We are natural born explorers. Our people question old solutions, apply alternative thinking and embrace being challenged in the search for outcomes. We’re excited by the journey on and off the road – expanding our knowledge, adapting to feedback and questioning the status quo. Value ideas over hierarchy. Have the courage to take risks. Don’t let perfection prevent growth.
Choose transparency
We take the right way, not the easy way. We’re straight up even through the toughest conversations; tackling challenges head-on and with integrity. Honour commitments. Communicate with clarity. And build relationships based on mutual respect. Forget hidden agendas, we treat everyone fairly – despite a preference for instant coffee.
Don’t pass the buck
If we do it, we do it well. We are empowered to make decisions based on data and experience – holding each other accountable along the way. Spare the excuses. Be fearless in the pursuit of results. And take responsibility – even when no one’s looking. There will be bumps in the road; that’s ok. We own our mistakes and learn from the challenges as well as the successes.
Together we go further
Across oceans and office desks, it’s more than a love for travel that keeps us connected. There are no silos here; we are each other’s toughest critics and loudest supporters especially around the ping pong table. People with diverse backgrounds, different identities and varied experiences make our company exceptional. We embrace alternate perspectives, recognise each other’s strengths and champion collective genius.
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