Longer Copy Examples

Some examples of copy for different projects; some long-form brand story writing, some not.

PACIFIC SALMON FOUNDATION - Stakeholder Brochure

Who will save our salmon? You will.

Once, they were bountiful.

Once, not long ago, the Pacific Salmon were bountiful. Many salmon-bearing streams were so rich with fish that it was said you could cross the water on their backs. We treasured them as a thing of beauty. Harvested them as one of nature’s resources while we competed for their habitat. Took them for granted as one of the benefits of living near rivers and oceans. In time, we learned we should have been more careful because now, many populations in many streams are not what they once were.

Today, Pacific Salmon still mean many different things, to many different people. To the First Nations people of British Columbia, they are of cultural and social importance. They are a prized resource in our provincial economy as they generate millions of dollars each year through both commercial and recreational fisheries. And salmon issues consistently appear on the political agenda at all levels; federal, provincial and municipal.

In the last few years, salmon have been the focus of highly-charged emotional debate, one that the people of the entire Pacific Northwest have embraced with fervour and a strong desire to change what’s wrong. To be part of the solution. Yes, once they were bountiful. And although there are some instances of population recovery, a little is not enough. We now know that every salmon stream is important and worth saving. And clearly, all of us have a stake and a responsibility in seeing this precious resource, so symbolic of “Beautiful British Columbia,” thrive the way it once did.

Everyone knows there is work to be done. But who is actually doing something about it?

You are, whoever you are; a company president. A student. A senior citizen. A politician. All over British Columbia, we are seeing people in their communities taking care of their own streams. There are now tens of thousands of volunteers working side by side. Bringing the salmon back, stream by stream.

And who helps fund all this good work?

We do. The Pacific Salmon Foundation is a federally incorporated, non-profit charitable organization dedicated to the conservation and healthy growth of Pacific Salmon populations. Guided by a volunteer Board of Directors from the aboriginal, commercial and recreational fishing sectors and from the resource industry and business community, our mission is simply to ensure that there will be salmon for our children and for all generations to come.

We raise funds and interest in the public sector and the private sector, and grant these funds to support projects that will help achieve our mandate efficiently and cost-effectively. We generate sponsorship, cash and in-kind donations, awaken desire among the public to get involved and try to create advocates for Pacific Salmon. We strive to inform and educate anyone who’ll listen, because we can show people how easily they can can get involved and help. We generally stay behind the scenes, as an independent and non-political group, so that we can be regarded and trusted as an impartial but concerned intermediary. The days of pointing fingers are gone. Actions speak louder than words.

We work with governments, we work with industry, we work with communities and individuals to find solutions. We forge partnerships between concerned parties. And we do it all for the good of the salmon. Because we believe that what is good for the salmon is good for all of us. Every day, we’re out there, trying to increase the public’s desire to become involved with us, recognizing that it is volunteer participation from community-spirited people and organizations throughout B.C. that will bring the salmon back, stream by stream.

Here’s how it works.

An organization or community group that is considering a salmon project brings us their plans and an idea of how much money they can raise on their own. A panel that includes representatives from Fisheries & Oceans Canada, the provincial Ministry of Environment, Lands & Parks, the B.C. Wildlife Federation and the Pacific Salmon Foundation analyze the project and if it is promising, we’ll contribute matching funds. Later, we’ll evaluate the success of the project, so that in the future we’ll know what works.

Who can make a difference?

Anyone. Everyone. In public or private life. Anyone who is able to invest time, money, resources or energy. Decision-makers. Ordinary people. People of influence. Volunteers. The media. Anyone, like yourself, can save the Pacific Salmon. Fifty years from now, when the story is told of the recovery of the Pacific Salmon, it is people like you who will be the heroes.

The Salmon Story. From stream. To sea. To stream.

With secrets still its own, the Pacific Salmon spawn in fresh water, and turn to the ocean to live their adult lives. Some species remain close to inshore waters. Some travel amazing distances, swimming west to the shores of Asia, south to California or north to the Arctic Ocean.

They wander freely in the sea, moving fast and far, and eventually return to the streams of their birth to spawn and die. Some call their journey magical, and honour the salmon’s spirit. All of us view this epic life and death struggle with awe. How do they manage such travels, through complex and dangerous environments, to find their way home, at the right time, to end and begin the cycle again at their place of origin?

The five species of Pacific Salmon are anadromous, meaning they spawn in fresh water, but spend part of their adult lives in the ocean. Groups of salmon that “home-in” on specific streams to spawn are known as populations. Each population is genetically adapted to the environment in which it resides, and exhibits unique characteristics such as its migration route, migration time and productivity.

And each population is unique. The Adams River sockeye travel up the Fraser River at about 29 kilometres a day, taking approximately 18 days to travel from the mouth of the Fraser to their spawning grounds. In the shallow gravel beds of the Adams River, males and females pair as they search for nesting areas. The female digs the nest by lying on her side and flapping her tail, after which she drops some of her eggs. The male fertilizes the eggs with milt. Together, they cover the eggs with gravel, then swim upstream to repeat the process until they die, exhausted.

Chinook salmon, travelling up the Yukon River to spawn, migrate the longest distance of any. From entering the river to the time they have made it as far inland as Whitehorse, these fish have covered nearly 4,000 kilometres. Young wild salmon feed in streams, rivers and lakes. Big or small, these waterways are essential for the survival of the salmon. By itself, a single stream may seem insignificant. But together, the thousands of small streams throughout the Pacific Northwest provide valuable food sources and protection for the fish. Salmon need clean water for every stage of their life cycle; Coho and Chinook can spend anywhere from three months to two years feeding in streams before they migrate to sea.

Every species in every stream is important. Pacific Salmon, perhaps like no other animal on earth, have a powerful capacity for recovery. With a little care from each of us, we can bring them back, stream by stream.

INTRAWEST/TUGBOAT LANDING - Story panels for Display Centre

PANEL #1

She wasn't born a river. She was "an insignificant and ill-defined channel of limited use" in 1913. But the tugboat captains and logging bosses knew she could give them safe harbour and a true passage from berth to ocean. And so, our working river was built.

PANEL #2

As our river grew, so did the shoreline. Block and tackle. Winch and ratchet. Boat builders and barnacle scrapers. Canneries. People invested their hearts, souls and dreams and built a busy little community here to service the ships and those who worked them.

PANEL #3

The river had its own guardian angels. Stubby single-minded little huffer-puffers that sheep-dogged the logs to the sawmills and nursed the ships to shore. Tugboats personified the character of our river. Hardworking. Caring. Just like the people who grew up around her.

PANEL #4

Still, the river runs. Still, people are drawn to her banks. In tribute, the people who love her created Fraser Lands to preserve her. Parks. People places. Paths for strolling. And plenty of accessible shoreline for those times when you want to do...absolutely nothing...but watch the river roll by.

PANEL #5

Those not content to simply visit our river will find a home at Tugboat Landing. A secure, comforting community of like-minded souls who crave the river's secret allure. People confident that their investment will keep growing...as the river keeps flowing. Tugboat Landing. A river runs by it.

PANEL #6

On the north arm of the Fraser you're in arm's reach of the other necessities in life; shopping, restaurants, schools and churches. Whatever you need, and wherever you need to go...it seems a river runs by it.

PANEL #7

The river never looks the same from day to day. The same seems true of the homes at Tugboat Landing. An intimate community of homes, each with its own, distinctive character and charm. Solid, marine character. Each with a view, as the river run by it.

PANEL #8

The river has always been a social place. We continue the tradition of companionship and warm hospitality in the Harbourmaster Club. A health centre and a lounge, for the well-being of both body...and soul.

PANEL #9

Just as a skipper takes pride in the gleam of polished brass, so too has Intrawest in the features and finishings of Tugboat Landing. Materials that will endure and weather gracefully. Simply perfect craftsmanship inside.

PANEL #10

Your priorities may change, living here on the river. One priority that won't is Intrawest's commitment to quality. Standards are followed as unerringly as a mariner's charts to protect you and your investment.

PANEL #11

A river plots its own course. Living on the river, you can plot yours.We allow you to choose from seven very different styles of home here at Tugboat Landing. Seven different ways to have your home, just as you like it, with a river running by it.

PANEL #12

About Intrawest. If you've ever skied Blackcomb you have experienced the Intrawest vision. It's a point of view that is focused on providing the most comprehensive four-season resort imaginable. What happened when we took this kind of "total experience" thinking and applied it to residential development is extraordinary. The notion of neighbourhood and playground moved front and centre. Why not live in a place where you can work and play in your own backyard? If it is intriguing, beyond the ordinary and recognizes human values, chances are Intrawest has its name on it.

SONORA RESORT - Brand Story / Web Copy

Welcome to the real world.

A world of bald eagles, pink hootchies and 5 a.m. meetings to catch very wise fish in a very wide pond. Or just to catch the sunrise. This is the world of Sonora Resort. A remarkable place in time. On the coastal waters of British Columbia, Canada, less than an hour by air from Vancouver International Airport.

This is a world of luxurious adventure, where business meets with pleasure and character is measured in friendships deepened and futures forged. Where performance in a big city boardroom is nothing compared to prowess in a game of water volleyball. There is a very real need in your life for a place like Sonora Resort. Time spent here, is time spent well. And a retreat to Sonora will not only be an event of excellence, it may become a habit.

Sometimes you get so caught up with nine-to-five, day-to-day details, you have to step outside, open your mind and look at the big picture to appreciate the things that are truly important in life. Fishing remains one of the main attractions in our part of the world, but as the world changes, people's priorities evolve. Now, nature, sightseeing and the wilderness experience have become just as important to people as the lure of the salmon. In fulfilling all of these needs, Sonora Resort excels.

Saltwater fishing

Early morning risings are tempered by good natured banter, and spectacular nature all around you. The wilderness, the wildlife and the serene beauty revealed by the retreating mists sets the mood as your guide baits the hooks and shares the secrets of the chase and the tactics of the hunt. It's an extremely civilized way to enjoy an ocean adventure. Sea-proven, comfortable and dependable craft. And of course, the very best company going.

Nature is to be shared, cherished and protected. In that spirit, Sonora Resort has taken conservation to heart. We encourage and reward catch-and-release. And we helped build and continually support Sonora Island's Gillard Pass Fish Hatchery in its role of preserving and growing the region's precious salmon stocks. The Hatchery is run by the Resort's guides and we are delighted to report that its operations have been very successful.

River fishing

Sometimes you feel the need to get back to basics. A river, a rod, a fly, a line and maybe a Dolly Varden and a silver grizzly sighting by the end of the day to show for it all. River fishing here at Sonora Resort is quite simply, awesome and awe-inspiring. A swift pulse-pounding trip upstream in one of our jetboats brings you to an adventure in solitude. Now, there's not a care in the world but you, the trout, the swirling waters and the Sonora river fishing experience. This is serious inner peace. And needless to say, unbridled fun.

A resident population of approximately 3,500 Bald Eagles calls Sonora Island home. There is a year-round human population of 73. Orcas, unfairly called Killer Whales, visit the waters around the Resort on occasion and have swum within 30 feet of our docks.

Accommodations

We not only accommodate your every wish. We can fulfill every possible wish you could have for accommodations. The six uniquely conceptualized Lodges of Sonora Resort provide more than simply the rest. They offer simply the best. Views that take your breath away. Jacuzzis to bubble your stress away. Decks. Fireplaces. Bars. Cosy hospitality areas. Choose the ambience you wish. Contemporary. California-style. Pacific Coast. French Provincial. Haida. Then relax and rest in excellence.

A desk inside the Resort's appropriately-named Presidential Suite is the one used by Bill Clinton and Russian Premier Boris Yeltsin as they signed the Accord at the 1994 Vancouver Summit.

Activities

The legendary ocean breezes of Sonora can leave you invigorated, refreshed and ready for action, even after the most active day spent hiking, fishing, playing tennis or in business meetings. You may even choose to work up an appetite to challenge the King of the fishes himself. So work out your strains in one of our seven jacuzzis, two pools, four steam rooms or our sauna. Practice your putt. Pump some iron. Relax over a game of bocci ball, billiards, darts or cards. These are the easy hours. This is the good life. You've earned it.

Food

Food, glorious food. A feast, a snack, a repast, a meal. Good food and good company is the order of the day at Sonora Resort. Our dining room is designed with conversation, and cuisine, in mind. Long tables encourage an easy sharing of ideas, anecdotes and of course, laughter. Some nights, our meals are themed around a country or a special event. You'll experience fresh seafood from the area, and food that's always as fresh as the air you'll be breathing. And because we wouldn't want you to miss home (no matter how easy it may seem), you'll be pampered with thoughtful touches, such as home made ice cream on occasion. Sonora Resort. Excellence you can actually taste.

Business, meetings and conferences

Sonora Resort is such an all encompassing mind and body experience, you may find yourself talking business on a boat, or in a jacuzzi, or on the deck, as often as you would in a more formal sitting. We planned it that way. And our conference and meeting facilities are designed to facilitate such a free thinking approach as well. We can accommodate up to 60 in our conference room. All the bells and whistles are there for your "show and tells". There's even cellular service at Sonora. Now we're really talking excellence here.

Sonora Resort truly is the place where eagles fly. The wingspan of an adult male Bald Eagle can reach an awesome 8 feet across. These magnificent creatures build their nests atop white pines that tower more than 100 feet above our shores. They feed voraciously on young salmon and ling cod, of which thankfully the area of Sonora Island has in abundance.