; Language Guidelines – XRii

Purpose of Language Guidelines

Our Language Guidelines are a set of standards that defines XRii’s language used. This is to ensure there is no inconsistency or miscommunication amongst our content team.

By utilising our Language Guidelines, we ensure that our published content is consistent, recognisable, and more enjoyable.

We put readers first and create an engaging voice that readers can form a more personal connection with.

Tone and Words


Corporate documents such as internal procedures, presentations, or press releases are to be written in a clear and professional tone.

The following tone is to be used on the XRii social media channels:

Words to stay away from

Grammar Basics

All content must be professionally edited, copyedited and proofread in accordance with the Language Guidelines by John Wiley and Sons Australia


Australian English spelling is to be used in all content, as per the latest edition of the Macquarie Dictionary. E.g., use ‘s’ instead of ‘z’. E.g., ‘Organise’.

‘And’ vs ‘&’

At all times, use ‘and’.


Use them infrequently and deliberately and ONLY on social media.


Spell out the day of the week and the month.


Spell out a number when it begins a sentence. Otherwise, use the numeral.


Use the % symbol instead of spelling out “per cent”.


Title case capitalise the first letter of every word and headlines, except articles, prepositions, and conjunctions. Note: XRii will capitalise both the ‘X’ and the ‘R’. The following words will always be capitalised:

  • ‘XRii’
  • ‘P.S.’

Bullet points and numbered lists

For lists of fragments use minimal punctuation, start with lowercase and don’t add full stops.

For a list of full sentences, use a capital letter at the start of each point and end each item with a full stop.

Only use a numbered list for ordered steps or to show priority.


Use a hyphen (-) to link words into single phrase:

  • Monday-Friday


Use them with a space either side (…) and use sparingly for
emphasis or drama. Don’t use them in titles or headers.

Writing about XRii

Refer to XRii as “we,” not “it.” Capitalise the proper names
of XRii solutions & features.

Social Media and EDMs

Social Media

What we post on each account

  • Facebook: Product and industry news, brand marketing, events, and media mentions
  • LinkedIn: Product and industry news, media mentions, and content from industry partners
  • Instagram: Cool office visitors, XRii culture, user-generated content, and cool stuff we do
  • TikTok: Brand marketing, trends, events, culture, influencer takeovers, user-generated content and app tips

Keep it short, but smart

  • Twitter: 280 characters
  • Facebook: 1-3 short sentences
  • Instagram: Keep it as a short phrase. Feel free to throw in an emoji

Social Tags

  • Facebook: @xrii
  • Twitter: Industry news, brand marketing, events, and media mentions
  • Instagram: @xrii
  • Twitter: @xrii
  • LinedIn: @xrii
  • TikTok: @xrii


  • #xrii.io
  • #xrii
  • #activate
  • #engage
  • #experience


EDMs generally follow the style points outlined in the Tone and
Grammar sections. Here is some additional considerations:

Body Copy

Write with a clear purpose and connect each paragraph to your main idea. Write the key message in the subject line and links/buttons should be described in two words, “about us”.

Length is key, keep sentences short and scannable. Add images and GIFs, it is encouraged at least 50% of the email should be made up of photography.

Use Hierarchy

People are likely to scan your EDMs or open them on mobile. Put the most important information first.

Call to Action

Make it clear. Whether you’re asking people to download, read,
share, or respond to something, offer a clear direction so readers know what to do next.

Terminology and Messaging

To ensure we communicate effectively and consistently with our audience, use these key terms and messages as a guide and foundation across all print, social, email, digital and other marketing activations.

XRii App

  • Events and Promotions
  • Sporting Organisations
  • Brands and Retailers
  • Friends
  • Communication
  • Facebook
  • Twitter
  • Instagram
  • YouTube
  • LinkedIn
  • Website
  • Collecting
  • Collect
  • Voucher Conditions
  • Businesses
  • Dropping Vouchers
  • Drop Vouchers
  • Drop
  • Pick Location
  • Online
  • In-Store
  • Phone
  • Email
  • White Labelled
  • Settings
  • Dashboard
  • Offer
  • Team Building
  • Rewards
  • Redeem
  • Wallet
  • Vouchers
  • Voucher Available
  • Discover
  • Wallet
  • In-App
  • Create your Campaign
  • Create Campaign
  • My Campaigns
  • Ended
  • Scheduled
  • Discounts
  • Deals
  • Campaigns
  • Tickets
  • Merchandise
  • Food and Beverage
  • Clothing and Retail
  • Gamified Hunt
  • Statistics
  • Trivia
  • Badges
  • Hunt
  • Me
  • Categories
  • Duplicate
  • De-Activate
  • Multi-buy
  • Item Discount
  • Free Items
  • Store Discount
  • Challenges
  • Polls
  • Leader Boards
  • Analytics
  • Customer Data
  • Location
  • Map
  • Geo-Fence
  • User Behaviour
  • User Spending
  • Sharing / Invite
  • Favorites
  • Business
  • Free Shipping
  • Save as template
  • Campaigns
  • Active
  • Pending
  • Draft
  • In-Active

Internal Use

  • Businesses
  • Business Partners
  • Customers
  • Vouchers
  • Coupons (USA Only)
  • Referral Partner/s

Document Use

  • Businesses
  • Business Partners
  • Customers
  • Vouchers
  • Coupons (USA Only)
  • Referral Partner/s
  • Hunt
  • Collecting
  • Collect
  • Dropping Vouchers
  • Drop

Approved Messaging

How it Works

XRii is able to drive revenue and monetise sponsorships, by engaging fans and customers unlike any platform today. By harnessing the power of Augmented Reality and sophisticated geo-mapping technology, together with real-time gamification, social and reward concepts we are able to deliver an interactive customer experience like no other.

As a simple example, with XRii a sporting team can place virtual vouchers or collectible tokens at their game-day venue, which are collected by customers “Pokémon-go style” using Augmented Reality on their smart devices. The publishing of vouchers or tokens can be based on a multitude of user determined factors e.g., trigger events during the game, geographic proximity or demographics to name a few.

XRii will serve its clients with a unique set of stand-alone and hybrid digital solutions that are modular and white-labelled to seamlessly integrate with existing Apps and platforms. A major feature of XRii is the supply of comprehensive analytics providing unparalleled customer and market insight.

XRii Description

XRii, (pronounced exari) is an interactive business solution originating from Australia. The business provides cutting edge, interactive digital marketing solutions for events, sporting clubs and major brands.


“Activate. Engage. Experience.”

XRii to Business Partners

  • Attract and engage your customers
  • XRii is the easiest and most effective way to attract new
    customers and engage existing ones
  • Stand out from your business competitors and reach new customers
  • The revolutionary marketing and engagement solution, connecting businesses with customers
  • Drive measurable ROI and create an experience your customers will love
  • A white-labelled solution that seamlessly combines augmented reality, gamification and built-in rewards for the ultimate experience
  • Boost revenue, access new target markets and keep them coming back for more
  • Be discovered by customers, anywhere
  • Customers are on the move, and your business should be too
  • Step up your marketing game with the power of Augmented Reality
  • Be discovered by customers by offering cash vouchers
  • Amplify fan engagement and increase memberships
  • Engage the modern-day sporting fan
  • Engage the modern-day customer
  • Fan rewards that build loyalty and increase engagement
  • Increase customer loyalty with built-in rewards
  • Uncover valuable customer insights

Business Partners to Customers

  • Hunt Real Cash Vouchers
  • Real cash rewards are out there waiting for you. Make them yours today!
  • Happiness is just a swipe away…discover vouchers and be rewarded, everywhere you go
  • Hit the streets and hunt vouchers using AR or kick back and collect them instantly
  • Discover, shop and save all in one
  • Head in-store or online and cash in your voucher for a great deal!