CREAMY-SMOOTH COPY,
OVEN-BAKED IN ORIGINALITY, SERVED WITH A SPRINKLE OF POETRY AND DOLLOPS OF FLAIR.
(Not available with cheese or waffle)
WHAT I DO
STRAIGHT-UP COPYWRITING
Video scripts or social media posts. Soft-sell like a summer's breeze or hard-sell like a brick through the window. All the copy I write for you is top-quality text, with or without ChatGPT-4.
CAMPAIGN CONCEPTUALISATION
Need someone to contribute creative ideas or to craft together an inspiring pitch? Nothing gets me more fired up than exciting multi-channel guerrilla campaigns that speak to the heart.
SAVE-THE-DAY COPY EDITING
You've already got text but it still lacks that something special.
I will analyse, amend, and add punch so that it grabs your audience's attention the way you want it to.
PERFECTIONIST PROOFREADING
Misspellings, punctuation errors, clumsy grammar, dangling modifiers. This sentence surgeon hunts them all down and shows no mercy. Because the integrity of your text really matters.
TRAVEL AGENCIES
I cut my teeth on brochures for London-based travel agencies that specialise in the Far East and niche products. It was a joy to write about guided train tours in Japan, Formula 1 packages to the Middle East, and swanky resort hotels in Thailand. As my entryway into copywriting, I couldn't have asked for better.
CRUISE COMPANIES
Wouldn't you throw in with a country-defining, much loved, iconic Norwegian cruise company? I work at the global level at Hurtigruten implementing the tone of voice I wrote and delivering a full suite of inspiring online and offline text. I also used to do its email marketing for the UK, with the best open rates around.
WHO I WRITE FOR
CREATIVE AGENCIES
Whether it's a small, start-up marketing consultancy or a big, award-winning creative agency, I've lent my pen to both types. I was, until recently, freelancing as the senior, lead copywriter for an award-winning agency in Oslo, throwing in with everything from creative development to brand strategy to production.
HIGHER EDUCATION
This was my brief foray outside of travel. I was quickly promoted to lead the print marketing team at Kaplan International, helping transform the writing and design from the ground up. We pumped out high-quality brochures aimed at overseas students (and their rich parents) for top universities in the UK and the US.
WHAT I'VE WORKED ON
'Homecoming'
For Hurtigruten's 130-year anniversary video, I pitched a video concept where people from all walks of life came home, some to hugs, some to pets, some to chaotic kids, all set to the first verse of Norwegian pop-star Sigrid's emotive song 'Home to you'. The reveal at the end shows they all sailed aboard Hurtigruten's ships to reach home. Caption at the end: 'Thank you for coming home with us for 130 years'.
'The World's Most Famous Voyage'
It's a glaring missed opportunity to me that when it comes to famous journeys of the world, the top-spot for sea voyages remains unclaimed. I had a designer mock up assets for an out-of-home campaign that put Hurtigruten alongside other iconic journeys. A similar concept has Hurtigruten's ships being as iconic to Norway as double-deckers are to the UK and the Shinkansen bullet train is to Japan.
'Slow-mo aurora face'
Inspired by the 2014 Purple Bricks adverts (and movie posters for Lars von Trier's Nymphomaniac), I suggested we depict the shock and awe on faces of virgin aurora hunters sailing on Hurtigruten's ships under the Northern Lights of Norway. The premise required having actors exaggerate their facial expressions in response to an off-camera green glow from above, before the camera panned out and up.
'Where explorers feel at home'
This video concept is about connecting with our childlike wonder. A boy plays at home with his toy penguin. Glaciers are white bedsheets draped over furniture. House plants are a jungle. The bathtub is the sea. The aurora are ribbons across his torchlight. With each scene, cut to a middle-aged man exploring the world for real. The final scene shows the man's worn toy penguin in the side pocket of his backpack.
WHO IS WU?
Peter James Wu, pen for hire at your service.
Born and (mostly) bred South Londoner with a mixed Malaysian-Mauritian heritage, I have spent my 15-year career cooking up copy that resonates with readers in the international education and travel & tourism sectors.
Hungry to sink my teeth into new copywriting challenges, I now freelance to bait a wider range of clients. Here's looking forward to whatever new project I'll get to take a bite of next.
