Brand Tone

Helpful & Practical, Relatable & Empathetic, Friendly & Approachable, Fun & Engaging, Reassuring & Trustworthy

Brand Values

• •Family-Centric
• •Convenience
• •Engagement & Fun
• •Quality & Age-Appropriateness
• •Making Memories
• •Support for Parents

Best Practices

• •Always circle back to the core mission: making travel easier and more enjoyable for families. Every piece of copy should reflect this understanding and empathy.
• •Use language that resonates with parents. Acknowledge their challenges in a relatable, often humorous, way, and position the products as the solution they've been looking for. Think "we get it."
• •While acknowledging the struggles, the overall tone should be optimistic and focused on the joy and adventure of travel. Frame products as enablers of positive experiences.
• •Parents are busy. Get straight to the benefits. Highlight convenience, engagement, and age-appropriateness directly.
• •Use imagery and video to reinforce the fun, practical, and family-oriented nature of the brand. Let the happy faces of children and relieved parents (even if implied) do some of the talking. Copy should complement these visuals by adding context and a clear call to action.

Social Perception

Positive & Appreciative, Community-Oriented, Seen as a Go-To for Travel with Kids, Trust in Australian-Owned

Copy Examples

• •Silence the 'Are We There Yets?' 🤫 Our travel packs turn travel time into playtime!
• •Wheels up, meltdowns down! ✈️ Our co-founder Jenna knows the juggle of flying with little adventurers. That's why we packed our travel kits with screen-free fun to keep them smiling from take-off to touchdown. What's your go-to travel hack with kids? Share below! 👇 #LetsTravelBaby #FamilyTravel #TravelMadeEasy #KidsTravel
• •Tiny hands, big adventures! Our Toddler Travel Toy Bundle is lovingly curated by mums who've been there. Packed with quiet, engaging toys to spark their curiosity (and give you a moment's peace!). Ready for stress-free journeys? ✨ Add to cart!
• •Your Sanity-Saving Travel Solution is Here! (+ Free Shipping!)
• •Scene: Parent struggling with bored kids in a car. Voiceover (upbeat, friendly): Stop the travel-time tantrums! Our 'Great Adventures' pack is your secret weapon for happy little explorers on long hauls. Tap the link in bio to make your next trip the best one yet! #TravelWithKids #ParentHacks #LetsTravelBabyAU