A collection of Lonely Planet ads promote the travel guide by featuring beautiful landmark captures accompanied by a striking message. The print ads show different famous landmarks in New York City, Paris and London with some overlayed designs. Each ad has a landmark surrounded by a line. The line has its end points labeled 'A' and 'B.' Accompanying this visual is the text "Travel beyond trip." As a result, the ads suggest that there is more to traveling than visiting famous landmarks.
The beautiful ads were conceived and designed by ad agency Lua Propaganda. Lua Propaganda constructed the promotion in order to show Brazilians the benefits of using Lonely Planet as a travel companion. The print ads suggest that Lonely Planet can help travelers avoid getting stuck in tourist traps.
Landmark-Dismissing Ads
This Lonely Planet Ad Takes a Shot at Famous Landmarks
Trend Themes
1. Interactive-travel-ads - Lonely Planet's interactive ads engage viewers by featuring famous landmarks with overlayed designs and a thought-provoking message, promoting the idea of traveling beyond just visiting tourist spots.
2. Authentic-travel-experiences - Lonely Planet's ads highlight the importance of seeking authentic travel experiences by showcasing lesser-known aspects of popular destinations.
3. Alternative-guides - Lonely Planet's ads emphasize the value of using alternative travel guides like Lonely Planet to avoid tourist traps and discover hidden gems.
Industry Implications
1. Advertising-and-marketing - The advertising and marketing industry can explore innovative ways to create interactive and thought-provoking travel ads that go beyond traditional destination marketing.
2. Travel-and-tourism - The travel and tourism industry can capitalize on the trend towards seeking authentic travel experiences and promote off-the-beaten-path attractions and activities.
3. Travel-guides-and-apps - The travel guides and apps industry has an opportunity to position their products as alternatives to mainstream guides, offering users the ability to discover unique travel experiences and avoid tourist traps.