Lonely Planet: Best In Travel 2022
Info
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.
Year
2022
Client
Lonely Planet
Services
Web, Editorial
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.
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 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.
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.
Jill Bressler
Design Leader & Creative Partner
Dustin’s ability to translate business needs into actionable insights for the team unlocked our ability to positively impact business metrics and revenue. As a manager he provided crucial coaching that helped me improve team process and efficiency, assess and fill talent gaps, and create individualized plans for career development for everyone in my downline.
Jill Bressler
Design Leader & Creative Partner
Dustin’s ability to translate business needs into actionable insights for the team unlocked our ability to positively impact business metrics and revenue. As a manager he provided crucial coaching that helped me improve team process and efficiency, assess and fill talent gaps, and create individualized plans for career development for everyone in my downline.
