The Jackson Collection - Website Copy

For The Jackson Collection — an anthology of luxury inns and experiences nestled in the White Mountains of New Hampshire — I wrote website copy that elevates a multi-property hospitality brand into a compelling destination narrative.

The challenge wasn’t just telling people what the properties offer. It was framing each unique resort and service as part of a larger curated travel experience that feels both elevated and approachable. With this project, clarity, tone, and experiential language were paramount: visitors needed to feel the sophistication of bespoke travel, the warmth of mountain hospitality, and the historic charm of Jackson — all before booking a stay.

My contribution included:

- Unified brand storytelling that ties together multiple distinct properties under a cohesive collection narrative

- Experience-first page copy that conveys what it feels like to stay, dine, explore, and unwind in the White Mountains

- Audience-focused structure and clarity, guiding readers through offerings like spa services, dining, seasonal activities, and amenities with confident yet inviting language

- Search-aware phrasing to help support relevant discovery for destination travel, luxury stays, and White Mountains lodging without compromising tone

The resulting copy doesn’t just describe the places. It frames them as part of an immersive, bespoke travel lifestyle — helping future guests imagine their trip and feel confident in choosing The Jackson Collection.