Andy Leitch


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Site Copy - Neighbourhood Descriptions


What was Waytostay?

Waytostay was an apartment booking site which provided short-stay apartment rentals across Europe. At its peak the company had around ninety full-time employees and a significant share of the short-stay market. Sadly, if you visit the Waytostay domain today you'll find only a ghost-website. The tsunami-like expansion of Airbnb meant that Waytostay became marginalised and the company was sold in 2014.

I worked as a full-time English copywriter in the six-language content team. Since English was the company's "lead language", web copy was often composed and approved in English before being translated to other languages (French, German, Spanish, Portuguese and Italian).

During my time at Waytostay an entirely new website was built from scratch (2011). Writing fresh copy for thousands of apartments was just the start. Everything from Customer Service Email Templates and FAQs to City Neighbourhood Descriptions and Landing Page Headers was required. Whatever writing project we undertook, our mission was to write always in accordance with the style guide for “Waytostay 2.0”.

Neighbourhood Descriptions

Waytostay provided apartments in sixteen major European cities and each destination had a detailed neighbourhood breakdown. The primary purpose of the text was to give potential clients a sense of place, describing neighbourhoods in line with the Style Guide.

Each neighbourhood description has three parts, all adhering to character limitations, thus allowing copy to be used flexibly on both Apartment Pages and City Guide Pages. In the case of the latter, copy was superimposed upon on the page banner, as can be seen in this example from the site. 

The following are my Neighbourhood Descriptions for Madrid. Descriptions were based on my own knowledge of the city and bolstered by online research when required. I have included all twenty-five neighbourhoods to demonstrate consistency of style.

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Opera

Opera is literally fit for a king

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Containing the Royal Palace, the Senate and the Almudena Cathedral, you could potentially bump into the King, the President or the Pope when visiting the splendid Opera house area!

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As you can imagine, this regal zone is rather swish and impressive. A night at the Opera is almost obligatory. And you’ll have ample choice for a fine pre-theatre meal. This is old town Madrid so it has a real historic feel. Find an authentic tavern after the show. Or enjoy a Rioja beside the Palace Gardens.


Malasaña

The epitome of cool. A recipe for good times

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There’s nothing “mala” about Malasaña. In fact, this is where the famous “Movida Madrileña” was centred. Expect art galleries, alternative shops and the best nightlife in town.

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The party scene that started in Madrid in the ‘80s had its epicentre here. And it’s never really stopped. People watching, you’ll encounter a varied lot. But everyone knows how to be cool. And everyone knows how to enjoy themselves! They compare this area to London’s Camden Town. And it’s easy to see why.


Rastro

Find Picasso’s missing masterpiece in Rastro

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Think you can spot a bargain? Put your money where your mouth is. Or simply admire the mountains of bric-a-brac (or are they antiques?). Welcome to the Rastro’s extraordinary flea-market.

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The hilly Rastro area is synonymous with its Sunday Market. And you might make yourself rich if you know what to look for. Probably it won’t be Ming Dynasty. But at least you’ll have a blast rummaging around. This charming area is filled with character. And you’re in exactly the spot for a hearty Madrileño brunch.


Retiro

Row, Run and Relax in Retiro Park!

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Welcome to the tranquil surrounds of the Retiro area which sits next to the prestigious city park of the same name. A park which can be sporty, relaxed, maritime, spiritual…you choose!

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Residential and laid back - or as laid back as possible for downtown Madrid – the area is defined by its proximity to the park. A morning run, a row on the lake or an impromptu yoga session might tickle your fancy. Or just lie down on the grass with your i-pod. Cross Retiro for the astounding “Triangle of Art”.


Atocha

Full steam ahead in arty Atocha

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In Atocha station you’ll find a mini-botanic garden. People rush for high speed trains. But follow the lead of the garden’s turtles - take it easy. And hang around a little longer.

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If you do arrive by train, it’s a pretty exciting place to arrive to. The Reina Sofia has some bona-fide masterpieces inside. Picasso’s Guernica, for example. The Tyyssen and the Prado are up the road. Nearby are Retiro Park, the tapas-tastic Letras area and Kapital - with seven floors, the daddy of all Madrid clubs.


Prado

Have a truly priceless time in the Prado

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If you like your art then you’ll be a picture of happiness here. With the Thyssen, Caixa Forum and majestic Prado, art galleries don’t come any better than this.

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You’ll bump into a few wealthy people about here. The Spanish Stock Exchange, Bank of Spain and The Ritz flank some very fine buildings indeed. Luckily, it’s free to admire much of it. Check out the Neptune and Cibeles fountains. And the The Alcalá Gate. Inside the Prado, the works by Velázquez and Bosch are truly priceless.

Sol

The sun always shines on bustling Sol

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Puerta del Sol is “Kilometre Zero”. From here they measure the distance to all points of Spain. And if the measure of a good time is how much there is to do, then you’re in the perfect spot.

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It’s photo time! Take your picture beside the “Tio Pepe” sign and the Madrid Bear - both symbols of the city are here. Sit back on a Plaza Mayor terrace and watch the street performers. Head up towards Gran Via for shops, or the opposite side for bars and tapas. This really is the centre of it all.


Salamanca Las Ventas

What’s it to be, bullfighting or Beyonce?

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The largest and most beautiful bullring in Spain is Las Ventas’ defining landmark. Authentically Spanish, this residential neighbourhood is pleasant and within range of the sights.

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Modern day Hemingways should keep their Sundays free for the main event at the Plaza de Toros. And if bullfighting’s not for you then head for the Palacio de Deportes, where international acts often perform. The designer shops of the “Golden Mile” are close by, while the Prado and Retiro are also walkable.


Gran Via

Oh, what a show! Give it up for Gran Via.

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Arrive at Gran Via and the first thing you notice is how tall the buildings are. Huge and majestic. Hotels, shops and theatres line the mighty avenue, the Broadway of Madrid.

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Go and say “hola” to Don Quijote in the emblematic Plaza España. Follow the flashing lights up Gran Via and buy tickets for a movie or musical later. Head down towards Puerta del Sol for mainstream shops. Or along to Calle Fuencarral for alternative ones. North of Gran Via are Malasaña and Chueca, Madrid’s prime party areas.

Chueca

Head out in out-there, hedonistic Chueca

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You might be a little bit shocked by Chueca. They don’t hold back here. Everyone is having a good time. And there’s no room for social inhibitions. Go with the flow and enjoy!

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Notoriously alternative, arty and open minded, Chueca will be sure to leave an impression on you. Browse the indie shops. Go wild in the punky bars. Chueca Square is the nerve centre of the area – perfect for some terrace tapas. Gay Pride arrives in June. Pick your jaw up off the floor and join the festivities.


Embajadores

Why, Embajadores, you’re really spoiling us!

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Bordered by the Manzanares River and the Toledo road, the city suddenly opens out at Embajadores. You’ll find modern apartment blocks, parks and noticeably more space.

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There aren’t many city sights around here but – being a popular residential area with good space and proximity to the centre – it does have a lot going for it. The fascinating Rastro market is a must-visit on Sundays. You can also join the long-suffering fans of Atletico at the nearby Calderón Stadium. Vamos rojiblancos!


Lavapiés

Discover Madrid’s diamond in the rough

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Lavapies is a real hidden gem. It’s exciting and multicultural. And there’s lots going on - especially in the evenings when locals and visitors flock to fill the bars and restaurants.

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The narrow, often-cobbled streets of Lavapies run over the side of a hill, making them all the more dynamic. Great value Asian cuisine or traditional tapas tavern? Bohemian café or trendy bar? When there are locals everywhere you know you can’t make a bad choice. Join the cosmopolitan crowd. And enjoy!


Huertas

historic barrio of writers and tapas

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Picturesque Huertas was home to Cervantes. So why not sit and pen some prose (or at least a postcard) in a tapas bar. With so many tasty treats around, you can write off your diet plans.

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If you arrive here on an empty stomach, it won’t be empty for long. The pretty streets have some of the best tapas taverns in the city. Start off on a sunny Plaza Santa Ana terrace. Catch a show at the Teatro Haagen Dazs. Then get lost around Calle Huertas for more gastronomic indulgence and night-time fun.

Aeropuerto-Ifema

Touch down, seal the deal and hone your swing

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Here you’ll find the international airport and huge IFEMA conference venue - ideal if you are jetting in on business. Just head to the Parque Juan Carlos when you need a boardroom break.

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Get to the conference centre in the time it takes to tie a double Windsor. That’s one good reason to stay here. But there are some nice parks too. Especially the lake-adorned Juan Carlos, or botanical Quinta de los Molinos. For those who like to seal the deal on the golf course, head to the multisport Hinojosa club.


Argüelles

Busy, upper-class zone with student influence

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The Argüelles area stretches up from Plaza España to the distinctive Madrid Lighthouse Tower in the University area. Shops and bars abound. Welcome to a busy yet classy part of town.

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A steady stream of students flow from lecture theatres. But this is a sophisticated and desirable district. The Paseo Rosales - looking onto the Parque del Oeste - is a prestigious address to have. Walk down it to find the Egyptian Temple of Debod, a favourite spot with locals for its impressive city vistas.


La Ermita

Blend into local life in unassuming La Ermita

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Separated from central Madrid by the Manzanares River, La Ermita is a residential area with a pleasant local feel and a panorama of modern apartment buildings covering its sloping topography.

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You won’t be pestered by tourists crowds here. Despite its proximity of the Royal Palace, La Ermita is sheltered by the natural boundary of the river. It’s a reassuringly authentic zone where the rhythms of day to day family life mark out the time. For an afternoon stroll, head to the huge Casa de Campo Park.

Salamanca

Swanky Salamanca is twenty-four carat

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North of the Retiro Park lies the Salamanca area. And you’d better have on your Sunday best if you want to fit in. With designer shops and fine dining, this is one classy part of town.

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It might not be paved with gold, but Salamanca’s most famous strip isn’t called the “Milla de Oro” for nothing. There’s luxury left right and centre in the shape of boutique stores, private galleries and top-end restaurants. If your credit card spontaneously combusts, you can enjoy the architecture here for free.


Legazpi

Go intergalactic in Legazpi

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Cradled by the Manzanares River and the train tracks running from Atocha, the Legazpi areas is mainly urban and residential, but the Parque Tierno Galván provides a large dollop of greenery.

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Look out for signs of Legazpi’s agricultural history among the apartment blocks and offices. The Matadero – now a cultural centre – and fruit market buildings are local landmarks. The Galván park’s three main features – the observatory, I-max cinema and outdoor theatre –all provide quite a spectacle.


Chamberi

Everyone loves Chamberi

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Lying across the Paseo de la Castellana from swanky Salamanca is the classy and desirable Chamberi neighbourhood where tree-lined avenues and attractive architecture are par for the course.

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What’s not to like about Chamberi? Striking just the right chord between happening and laid-back, you can shop around, dine out and party late with maximum pleasure and minimum fuss. Fancy something cultural? Take your pick from the arty Renoir cinema, the Amayo Theatre or renowned Sorolla Museum.

La Latina

Say “hola” to La Latina!

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Few areas of Madrid can match the charm of La Latina’s medieval surrounds. It’s easy to get lost in the maze of narrow streets. But wherever you go, a great tapas tavern is never far away.

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Wandering around the hilly streets of La Latina builds up the appetite. Maybe that’s why they’ve got such succulent tapas here. Or perhaps it’s because - like the mythical Casa Botin - they’ve been perfecting the recipes for 300 years. Plazas Sol and Mayor are minutes away (just as well after all that food!)


Palos de Moguer

A wise choice for an assault on the sights

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Atocha Train Station shields the perpendicular streets of the Palos de Moguer area from too much city bustle. But with the old town and big galleries close by, this is a handy spot to be based in.

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You’ll avoid excessive traffic and late-night revelry here. And the area’s practicality really is its great plus. It’s a pleasant - if not remarkable - looking zone, but fantastically close to several hotspots. The Reina Sofia is an obvious first port of call. But if the sun’s shining, then it’s got to be Retiro Park.


Delicias

Take a bite out of Delicias

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Mmm, delicious Delicias! You won’t have to share this tasty neighbourhood with other tourists. It’s modern and residential in the main. But a short metro ride from the downtown sights.

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First up, climb the hill in Parque Tierno Galván for a view over the city. You’ll find the Astronomy Centre up there, which is well worth a look. Delicias makes a great (space) base from where to launch an exploration of central Madrid. But check out the Aguila beer factory and train museum before blasting off.


Arturo Soria

Relax in the Northern suburbs

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With the exception of its two highways( La Paz and Las Americas), Arturio Soria is mostly covered in small residential streets. Generally classy, alight here for suburban relaxation.

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Av. Las Americas joins the city centre with Barajas Airport. Business visitors to the IFEMA conference centre will therefore find this area ideal. Downtown is a short metro ride away. But there are attractions in Arturo Soria in the shape of the City Museum and the Music Auditorium, as well as several parks.


Pinar de Chamartin

Even on the outskirts, you’re not so far away

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Up in Pinar de Charmartin, you’re in the Northern fringes of the city. It’s suburban and residential, with more apartment blocks then houses. And Madrid’s trusty metro is your ticket to downtown.

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There are some large apartment blocks up here. But even the biggest are dwarfed by the Madrid skyscrapers to the West. You won’t have problems finding a place to buy provisions. Or to park your car. But to find the Madrid attractions you’ll have to jump on the Metro. Puerta del Sol is 30 minutes direct.


Pinar del Rey

Kick back and join the commuters

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Coming with the car? Require more space? After some peace and quiet? They’re all good reasons for choosing to stay out in Pinar del Rey. Especially with Madrid’s super-efficient metro at hand.

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Welcome to the undulating slopes of Pinar del Rey where locals enjoy a laid-back life in the suburbs. Cars parked outside modest houses carry the commuters to the city each day. There’s always that all-important convenience store nearby. And a twenty minute metro ride will get you to happening Malasaña.