Lonely Planet /Travel Beyond the Screen

Lonely Planet

Challenge: The advent of social media and influencers has made Lonely Planet irrelevant in travel and tourism. Refresh Lonely Planet's brand with the current times.

Solution: Our phones have robbed us of our vacation. Lonely Planet is the antidote: their physical guidebooks empower you to experience meaningful travel without the shackles of the phone.

print

Lonely Planet print ad from the Travel Beyond the Screen campaign (1 of 6)
Lonely Planet print ad from the Travel Beyond the Screen campaign (2 of 6)
Lonely Planet print ad from the Travel Beyond the Screen campaign (3 of 6)
Lonely Planet print campaign spread
Lonely Planet print ad from the Travel Beyond the Screen campaign (4 of 6)
Lonely Planet print ad from the Travel Beyond the Screen campaign (5 of 6)
Lonely Planet print ad from the Travel Beyond the Screen campaign (6 of 6)

OOH

Lonely Planet out-of-home ad — travel beyond the screen (1 of 2)
Lonely Planet out-of-home ad — travel beyond the screen (2 of 2)

SOCIAL

Lonely Planet influencer gift box social activation

Reality TV Show

Lonely Planet x Netflix reality TV show concept

From print, OOH, IG influencer 'travel smart-phone free gift box' activation, to a reality TV series partnership with Netflix featuring influencers vying for $1B (without smart phones) on a mystery island resort, consumers are reminded the rewards of looking beyond their screens and embracing the authenticity of irl experiences.

credits

CW: Matteo Zakolski and I!
AD: Me!