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.