1. PORTFOLIO
Cora Benzie, Writer & Content Marketing Expert
cora.benzie@gmail.com
VISIT SUFFOLK
Destination Marketing
I have been managing Visit Suffolk’s content marketing efforts since January
2014, when the groundbreaking ‘Take me to Suffolk’ campaign was
launched. The campaign centred around an interactive map
(http://www.takemetosuffolk.com/) whose concept, visuals and user
journey I was instrumental in producing, and which E-consultancy described
as their “favourite feature [of Visit Suffolk’s site] and arguably one of the
most important tools on any tourism website.”
To drive traffic to the map, and to Visit Suffolk’s main website, I deployed
an intensive three-month content strategy consisting of over 40 blog articles,
images, map itineraries, competitions, tweets and posts. The campaign was
an incredible success, generating a 32:1 return on investment and bringing
an extra £1.2million to Suffolk’s economy.
Then in autumn 2014, after an interim period during which I continued to
deliver carefully planned and create content across Visit Suffolk’s channels,
the second campaign was launched. The objective of ‘The Other Side’
campaign was to further increase tourism visits to Suffolk by showing the
county’s other, more mysterious side. The map was re-skinned to look
spookier, and populated with a series of short films about Suffolk’s ghost
stories, myths and legends. Once again I created an intensive content
strategy for the campaign, the backbone of which was a series of blog
articles, supported by videos and competitions.

2. You can read all of the articles that I have written for Visit Suffolk at
http://www.visitsuffolk.com/suffolk-stories/, or follow the links below to
read a few of my favourites:
http://www.visitsuffolk.com/suffolk-stories/curious-history-brewing-suffolk/
http://www.visitsuffolk.com/suffolk-stories/french-cooking-in-suffolk/
http://www.visitsuffolk.com/suffolk-stories/ipswich-cultural-revolution/
http://www.visitsuffolk.com/suffolk-stories/guide-suffolk-beaches/
VISIT MOROCCO
Brand Tone of Voice
In 2014 I helped my company win a 5-year contract to market the country
of Morocco as a tourism destination. I was tasked with creating the brand
tone of voice for Morocco, and providing some examples of copywriting,
which you can see below.
MOROCCO
Close your eyes and imagine a country of colours. Imagine crimson, gold
and stone, deep, cool blue and the brightest green. Imagine crystal seas,
rich soils, mountains and deserts. Imagine a warm breeze blowing across
your skin, carrying a myriad of scents up to your nose, each one beckoning
you in a different direction. Imagine the sound of voices ringing in prayer,
of glasses tinkling, of soft footsteps walking down ancient streets. Imagine

3. the heat of the sun, and the cold smoothness of tiles on your fingertips. This
could be Morocco, but you’ll never know until you get here…
MARRAKESH
Marrakesh is an ancient city, a place where losing yourself and finding
yourself can mean much the same thing. Once inside the red sandstone
walls of the old city, the medina and its bustling streets draw you in, the
intoxicating sights, smells and sounds of the market delivering something
new at every turn. Several times a day the call to prayer rings out from one
of Marrakesh’s hallowed mosques, reminding you that you’re in a deeply
spiritual city. There is grandeur here, too, in the form of great palaces or
riads of marble and mosaic, with pools and plants at their centres…
MOROCCO’S ATLANTIC COAST
Stretching south from Casablanca hundreds of miles to sun-soaked Agadir at
the foot of the Altlas Mountains, Morocco’s Atlantic Coast is a paradise of
golden sands, coastal lagoons, cliffs, coves and surfing spots. You’re free to
go wherever the wind takes you: unwind completely at the stunning beach
resort of Mazagan, or find happiness in Saidia, Morocco’s Blue Pearl. The
historic coastal town of Essaouira with its picturesque fishing port and
traditional medina entices those seeking to experience Morocco’s culture,
as well as long, glorious days on the beach…
CHAMPAGNE BOLLINGER
Web Content / Article Writing

4. In early 2013 I wrote several articles for Champagne Bollinger’s ‘Life Can
Be Perfect’ online magazine. The objective was to promote a selection of
hotels, restaurants and bars where the Champagnes can be enjoyed. You
can read some of the articles at the following links:
http://magazine.champagne-bollinger.com/en_UK/in/fjp3seyu4-christmas-
in-paris
http://magazine.champagne-bollinger.com/en_UK/in/ne2wtbg34-rose-for-
valentines
http://magazine.champagne-bollinger.com/en_UK/in/h3y11wx46-by-the-
glass-in-london
THE NATIONAL TRUST
Content Marketing Campaign, ‘Remember When’
In spring 2014 I worked on a campaign for the National Trust called
‘Remember When.’ The objective was to promote the National Trust’s sites
in Essex using the emotive concepts of remembering and making memories.
I was tasked with creating a three-month social media content strategy,
deployed via Facebook, Twitter and Instagram, and writing a series of web
articles, which were published on the National Trust’s website. You can
read some of these articles at the links below:
http://www.nationaltrust.org.uk/article-1355831188534/
http://www.nationaltrust.org.uk/article-1355835215881/
http://www.nationaltrust.org.uk/article-1355832555830/
http://www.nationaltrust.org.uk/article-1355833967494/

5. http://www.nationaltrust.org.uk/article-1355832168662/
http://www.nationaltrust.org.uk/article-1355834123757/
VISIT NORWICH
Destination Marketing Campaign, ‘City of Stories’
In autumn 2014, I played an integral role in Visit Norwich’s acclaimed ‘City
of Stories’ campaign, aimed at increasing domestic tourism to this beautiful,
cultural city. During the course of the campaign Facebook likes for the City
of Stories page went from zero to over 10,000; the campaign was picked
up by national newspapers such as The Guardian and The Independent,
and over 750,000 people were exposed to the campaign online.
My task was six-fold:
• Helping to plan the City of Stories campaign, which used Norwich’s
UNESCO literary credentials as a springboard to tell the little-known
stories that make it such a fascinating place to visit.
• Writing 12 articles on different Norwich themes, including literature,
nightlife, architecture and food.
• Commissioning 12 short stories written by external writers to run
alongside these articles, plus poetry, flash fiction and artwork created
by the people of Norwich.
• Managing 12 weekly competitions.

6. • Planning and managing the extensive social media arm of the
campaign, encompassing three months of Facebook, Twitter and
Instagram activity.
• Writing 84 mini-stories of 200-300 words about Norwich. These
formed the backbone of the campaign and were posted daily on
Facebook.
You can read the 12 articles I wrote and the accompanying short stories on
here http://cityofstories.co.uk/article/through-the-eye-of-the-beholder/ (the
chapter numbers run down the right hand side).
Below is an example of one of the 84 mini-stories I wrote about Norwich
during the course of the campaign. This one was typical of the campaign,
receiving 366 likes and 68 shares with no Facebook advertising.
STORY FORTY-SEVEN: WHO’S FRANK?
On an evening’s venture through the Norwich Lanes, you come across
Frank’s Bar on Bedford Street. Its windows are glowing invitingly. Who’s
Frank? you wonder – and then the thought is gone, as a rush of warmth
greets you from the open door, and you step inside. No need to order at
the bar, simply sit yourself down. No free tables? No problem – you can
share one, and maybe even make some new friends.
There are board games to play, but on a night like this conversation is
better. All around you people and smiling and laughing. The waiter comes
to take your order; it’s a tough choice. Cocktails or coffee? Fine wine or
local beer? You order a drink, then pick up the food menu. You see dishes
inspired by Spain, Greece, Turkey, Italy, India, Argentina, Lebanon and
more, and nothing over £12.
The music at Frank’s Bar is funky and familiar, the kind of music you wish
you had in your Spotify. The waiter sets down your drink, and you ask what
time they close. “Not till 2:30am,” he says, “and we’re open again
tomorrow for full Englishes and an afternoon film.” You smile. Whoever
Frank is, you think, he knows how to run a bar.
*Frank’s Bar is actually run by Ella Williams and James Wingfield, but
being modest folk they’re happy to let Frank take the credit.

7. DOVE
SEO web article series
In 2013 I produced a series of web articles on self-esteem for beauty brand,
Dove. The brief was to produce seven SEO articles on a variety of supplied
topics, with each article being optimized for three relevant search terms.
Though no longer online, you can read one of the articles below:
DOVE’S FEMALE ROLE MODELS
Keywords:
Inspirational women – 4 times
Female role models – 4 times
Inspiring women – 5 times
Who are the inspirational women in your life, and why do they inspire you?
That’s what we at Dove have been asking ourselves of late. In our mission
to create a world in which beauty is a source of confidence, not anxiety,
we’ve been searching for the female role models that we think are inspiring
women all around the world to feel beautiful in their own skin.
MICHELLE OBAMA
When it comes to inspirational women, the First Lady of the United States is
one woman whose influence reaches around the world. As well as the small
matter of helping her husband win the presidency and managing her own
successful career, she has devoted much of her time to supporting people
and causes that need it. And if inspiring women makes you look that radiant
at 50, we should all be doing it!

8. LENA DUNHAM
Since Lena Dunham’s Girls first aired in 2012, she has been inspiring
women everywhere to love their body type whether or not it conforms to
the beauty “norm” created by the media. Jessa, Marni, Shoshana and
Hannah (played by Dunham) are four normal young women with different
body types, and though they encounter many problems as they stumble
their way through life, body confidence is never one of them.
JENNIFER LAWRENCE
Like her on-screen character Katniss Everdeen, an undisputed modern
heroine, Jennifer Lawrence is a female role model to millions of young
women. She also knows that being a female role model is a responsibility,
and has vowed never to starve herself for a part, and to always maintain a
fit, strong, healthy body. We love you, J-Law!
SHERYL SANDBERG
As Chief Operating Officer of Facebook, Sheryl Sandberg is one of the
most influential and inspirational women in the world. Her book Lean In has
been inspiring women to break down personal and social barriers and
strive for leadership, which we think makes her a beautiful female role
model for women of all ages.
CAITLIN MORAN
How could we not love Caitlin Moran? She’s funny, feisty and one of the
most inspirational women in the British media, having written for The Times
for eighteen years despite having no formal education. Since it was
published in 2011, her award-winning book How to be a Woman has been
inspiring women with advice on everything from Botox to babies, as well as
making them laugh. A lot.
THANK YOU FOR READING…
If you would like to discuss a potential project, or get a reasonably priced
quote for copywriting, social media management or content marketing
strategy, I’d love to hear from you! Don’t hesitate to contact me at
cora.benzie@gmail.com.