Brief: 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.
Insight: Our phones have robbed us of our vacation.
Solution: Lonely Planet is the antidote: their physical guidebooks empower you to experience meaningful travel without the shackles of the phone.
OOH
SOCIAL
Reality TV Show
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!