About
Helping regional tourism + event brands stop playing small and start telling stronger stories.
You’re doing so much already. But your content still doesn’t feel right.
Maybe you’re rewriting the same visitor guide for the fourth time. Or trying to explain your destination’s magic with messaging that feels beige (or worse, like everyone else).
You care deeply about your place. You want to get it right. But without the time, strategy or support, it’s hard to know what “right” even looks like.
That’s where I come in.
Hi, it's me, Rach
Conversation Starter, Expert Collaborator, Word Finder
What drives me is bringing your potential to life with words that connect with your ideal audience.
But also? Copywriting isn't just about words. It's about how you make people feel. First and foremost, your potential customers.
Didn't think we'd be talking about feelings so early into the relationship? Hey, I'm not going to get all mushy on you, but crafting copy that builds genuine connection is an art. You need a copywriter like me who'll take the time to tap into the heart of your business before unleashing her inner wordsmith.
I understand jumping into a copywriting project can be a challenging process. We're finding the words for your business (your baby), after all. So, if you think it's a good idea to work with a copywriter who also has experience managing projects - you're right!
I'll bring my 7+ years of experience in destination marketing at a regional council to the table, plus 4 years of running my own business. You can rely on me to manage stakeholder expectations, timelines and the variables every project brings.
Need a copywriter with a heart and smarts? I think you just found her.
Why clients choose to work with me
I don’t promise the world and give you the same template as everyone else. Clients often work with me because they don’t just want words, they want someone to help them decide what matters.
I bring:
Deep regional context and real respect for your challenges
Strategic thinking that cuts through content chaos
Clear, thoughtful writing rooted in tourism experience
A calm, collaborative process that works with your team (not over the top of it)
I’ve worked with councils, tourism boards, and event organisers across regional Australia on everything from short-term projects to long-term collaborations (my longest retainer so far? 6 years).
How I work
Every project is led by me, start to finish.
When needed, I bring in trusted subcontractors for design, research or overflow, but you’ll never be handed off or lost in a process that doesn’t fit.
My approach is grounded, strategic and refreshingly low-drama.
Some quick things to know
I live and work on Wiradjuri Country (Wagga Wagga, NSW)
I’m not interested in going viral or hype for the sake of it
I believe small towns have big stories and deserve smart strategy
Good tourism marketing should feel like a conversation. If it’s a performance, your audience are smart enough to see through it.
Outside of work, I’m all about good snacks, good walks and not overcomplicating things (except maybe my Notion setup).
What my clients are saying
“Rachel found my voice and most people don't even know that I'm not doing most of the social media posts until I tell them. The words sound as if they’re mine! I’d struggle without her expert knowledge and help.”
Jennie Burns, Market Manager, River & Wren Market
“Rach is efficient with her time and consistently produces clear and succinct copywriting that accurately reflects our brand. She is very knowledgeable in these areas and is always a pleasure to work with.”
Sarah Hope, Business Development Manager, Destination Riverina Murray
“Rachel was very professional, stuck to the deadlines and helped immensely by looking at our submission with a judge's eyes while still being on "our side". She was very easy to deal with and helped with technical issues to make our submission look as professional as possible. Thanks Rachel!”