Episode #165: Genevieve White

Guest Bio

Genevieve White is a travel and tourism copywriter and coach, and the founder of Campion Copy, based in the Shetland Islands, where dramatic landscapes and close-knit community life shape both her work and worldview. With a background in education and writing — and a lifelong fascination with travel — Genevieve helps travel businesses express the true value of the experiences they create through thoughtful, story-led copy.

Working with boutique tour operators, destination management companies, short-term rental hosts, and destination-focused travel brands around the world, Genevieve supports business owners in moving beyond generic sales language and into meaningful storytelling. Her approach centres on clarity, connection, and confidence — ensuring each brand’s voice reflects the care and intention behind the experiences they offer.

A teacher at heart, Genevieve is just as passionate about coaching as she is about writing. Alongside done-for-you copywriting, she offers copy coaching, brand voice development, and workshops that empower clients to communicate more effectively long after the project ends. Her work has supported travel businesses across Europe and beyond, helping them build trust, connect with the right guests, and ultimately increase bookings.

Show Summary

In this episode of the Big World Made Small Adventure Travel Podcast, host Jason Elkins speaks with Genevieve about her journey from teaching into travel and tourism copywriting, and how storytelling became the foundation of her business. Genevieve shares how her background in education shapes her coaching style and why helping clients gain clarity in their messaging is just as important as writing polished marketing copy.

The conversation explores the role of personal stories in travel marketing, particularly in email communication, where authenticity and connection can make the difference between being overlooked and genuinely engaging potential guests. Genevieve explains why effective copy isn’t about pushing for bookings, but about building trust and inviting the right travellers in.

Jason and Genevieve also discuss life in the Shetland Islands, how the pandemic reshaped perspectives on work and lifestyle, and why creativity often comes from paying attention to everyday experiences. Throughout the episode, Genevieve offers thoughtful insight into writing with intention, staying human in a digital world, and building travel businesses rooted in meaningful connection.

Key Takeaways

• ✓ Storytelling is one of the most powerful tools in travel marketing
• ✓ Clear, thoughtful copy helps build trust before asking for a booking
• ✓ Finding your unique voice makes your brand more memorable and authentic
• ✓ Email marketing works best when it feels personal, not promotional
• ✓ Teaching and coaching empower business owners beyond a single project
• ✓ Creativity often comes from observing everyday moments
• ✓ Community and lifestyle can strongly influence how we work and create
• ✓ COVID encouraged many business owners to rethink their messaging and direction
• ✓ Genuine conversations create deeper engagement than sales-led content

What You’ll Find on Campion Copy

• Website copywriting for travel and tourism brands
• Email marketing strategy and copy, including newsletters and nurture sequences
• Copy coaching and brand voice development
• One-to-one and group coaching programmes
• Workshops and presentations for travel industry organisations