Copywriting for SIXT
SIXT is a globally recognised brand found in hundreds of cities, airports and small towns. Dating back to the early 20th Century, they are one of Germany’s leading car rental providers. As they’ve grown, SIXT has branched out into ridesharing and luxury car hire. In terms of branding and tone, the key was to express how easy the service is to use, our wide availability, adding a bit of style to travelling while thinking of the future.
SIXT’s Brand Voice
Premium / Innovative / Accessible / Reliable / Dynamic
Product and Service Pages
Living in Berlin, I was the Senior Professional Editor for SIXT UK between 2017 and 2022. Working closely with SEO, we curated product pages and location pages, and we even did a site rebrand in 2019.
As lead editor, I was creating briefs and mockups for product pages and station finder pages. This would involve keyword research, web layout and a finely tuned order of content including USPs, CTAs, ‘What to Do’ and ‘How to Find Us’ type sections. Once A/B tested, I would use agency and freelance writers for bulk orders, uploading to the CRM system.
SIXT Magazine UK
In my role as editor for the SIXT UK magazine, I specialised in delivering engaging content that blended the spirit of travel with the future of mobility. From exploring scenic road trip ideas across the UK to highlighting the most innovative transportation options, my focus is to inspire adventure while providing practical, up-to-date information for our readers.
Each feature was carefully crafted to showcase the very best in travel, whether it’s a hidden gem of a destination accessible by our network of SIXT stations or a groundbreaking new service enhancing the travel experience. I link these stories directly to specific stations, giving our readers the tools to effortlessly plan their journeys, whether it’s for a weekend getaway or a cross-country road trip.
We explored the latest scientific innovations in cities, focussing on how cutting-edge transport technologies and infrastructure are reshaping urban landscapes. From smart traffic systems that optimise traffic flow to the rise of autonomous vehicles, these advancements are making cities more efficient, sustainable, and connected.
Although SIXT is an old name dating back to the early 20th Century, it was key to show our customers that we were evolving with a changing transport infrastructure across Europe and the rest of the world.
As we moved towards electric fleets and e-scooters, there was space in our messaging to promote sustainable travel. With many customers often renting cars to traverse rugged areas of the UK like Scotland, there were many articles promoting camping and hard to reach places.
By promoting local travel and sustainability into our messaging, we not only aligned with growing environmental concerns but also made it clear that SIXT is still a service that fits into a growing world.
SIXT Share App
When approaching the copy and messaging for SIXT Share, we focused on our diverse customer profiles, from young professionals to long-time users of our brand. Our research, initially in Germany and expanded internationally, showed that customers want simplicity, flexibility, and value. With this in mind, we positioned SIXT Share as an all-in-one solution for every type of journey.
We emphasised the app’s simple UI while highlighting the service’s affordability with the lowest prices compared to other ride-sharing services without compromising on quality. Our tone was clear and approachable, ensuring the messaging resonated with both new and returning customers, making SIXT Share feel like a natural extension of the trusted SIXT experience.
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