Content strategy for travel brands that want to tell meaningful stories.

I’m Florence Derrick, an editorial strategist, consultant and award-winning editor with more than 14 years’ experience helping publishers, travel brands and destinations tell stories that matter.

I work with organisations that want to create exceptional editorial, whether that means launching a magazine, developing a content strategy, refining a brand’s voice or building an editorial team that produces work to positively shape brand identity and recall.

My background spans consumer magazines, airline publishing, travel journalism and sustainable tourism. I bring together editorial excellence, commercial understanding and strategic thinking to help clients create content that informs, inspires and delivers measurable results.

Whether you’re rethinking your editorial strategy, launching a new publication or looking for an experienced partner to guide your content, I’d love to help.

Content strategy

Helping travel organisations define their voice, audience and content direction.

Editorial leadership

Providing senior editorial expertise for travel brands and content teams that need strategic guidance.

Storytelling that connects

Creating content strategies rooted in rigorous research, journalistic quality and audience insight.