Lonely Planet: Best In Travel 2022
The hub for remarkable travel stories
The hub for remarkable travel stories
The hub for remarkable travel stories
Every year, Lonely Planet sets out to recommend the best places to travel all across the planet. The digital experience is meant to be a hub of the selected destinations that includes articles and videos as well as promoting the book.
Every year, Lonely Planet sets out to recommend the best places to travel all across the planet. The digital experience is meant to be a hub of the selected destinations that includes articles and videos as well as promoting the book.
Every year, Lonely Planet sets out to recommend the best places to travel all across the planet. The digital experience is meant to be a hub of the selected destinations that includes articles and videos as well as promoting the book.
Campaign approach
Every year, the publishing team writes a book that walks the reader through the top places to visit in the upcoming year. Additionally, the social and marketing team created unique video features from each destination that told, from a local's perspective, why that destination was the best place to visit. Because we had all this amazing content, we knew we needed to create a hub that featured both the editorial and social content while also promoting the "Best in Travel 2022" book.
Designing the site experience
The content hub (above) served as the primary place for directing users to all the featured content created for Best In Travel. Through partnership with the Business and Editorial team, we worked collaboratively to create a page structure that married SEO and user goals. The top of the page served as "air traffic control" to the sub-hub pages (below). We additionally showcased the featured Editorial and Video content, as well as the book. We also prioritized reusing existing design components, when possible, in order to expedite our engineering efforts.
The conclusion
The design solution for Lonely Planet's "Best in Travel" effectively showcased destinations and promoted the accompanying book. Through a visually captivating hub and subsequent pages, we highlighted exceptional content, engaging users with stunning visuals, immersive videos, and strategic book promotion. Overall, our solution successfully fulfilled goals, creating a cohesive and engaging campaign.
