Explore is a completely wonderful small-group adventure holiday company, with amazing holidays led by brilliant group leaders and supported by a fantastic head office team.

Having been around for approx. 40 years, they offer hundreds of trips to every corner of the world and to a wide array of adventure travellers.

However, they recognised that their written comms had lost some dynamism over the last few years.


Add pizzazz to the brand’s tone of voice and help it replicate the magic of the holidays it delivers.


We conducted an audit of the business, interviewing a host of Explore team members across leadership, comms, international offices, customer service and Team Leaders.

From this we distilled exactly what had gone wrong and what copy-writing help people needed across comms from website and socials to brand magazine and beyond.

The output was the creation of a 20-page Tone of Voice document filled less with rules and regs and more with suggestions, inspo and how-tos.

“What I KEEP coming back to is that we do need to find a way to allow our personality to shine. And, for me, your copy is the best possible way to do that.”

Jae Hopkins, Marketing Director, Explore

Sunny Side Up says

“Brand creativity and originality can emerge in many ways… through its products, through its people, through its visuals, and through its copy-writing. We loved helping Explore re-discover its original, positive, progressive and fun voice.”

Nick Woods, Strategy & Creative Director