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Lonely Planet's Quest For 'India Unexplored'

By Satrajit Sen , afaqs!, New Delhi | In Digital | October 27, 2014
Lonely Planet has launched a digital campaign that requires participants to share their experiences of travelling to the lesser known destinations around the country. The campaign has been designed by Iffort, a digital agency. Skyscanner, a global travel search site, has come on board as title sponsor for this campaign.

Travel publisher Lonely Planet India has launched 'India Unexplored', a digital campaign that requires travel enthusiasts to share their experiences of going to the less frequented, 'hidden spots' across India.

A screenshot of the India Unexplored website

Daksh Sharma

Sesh Seshadri

Hosted on the Lonely Planet India website and promoted on social media channels (Facebook, Twitter, Google + and Instagram), 'India Unexplored' will see participants submit their discoveries of lesser known destinations across India. This is a 45-day digital campaign that began on October 4 and will be live till November 17.

The campaign has been designed by Iffort, a digital agency. Daksh Sharma, director, Iffort, says, "We are excited with our new offering for the Indian travel community."

Speaking about the campaign, Sesh Seshadri, director, Lonely Planet India, says, "This campaign is targeted at all those travellers who love exploring the lesser known destinations."

Participants can "submit their discoveries," by sharing photographs, videos and information about these destinations. The destination/s must be listed on Google Maps.

"Our previous digital campaign called Escape Express was adjudged as one of the best social media campaigns of 2013," Sheshadri recounts, "This year we are aiming at a much higher (level of) engagement."

The material sourced will be moderated by team Lonely Planet. The best entries will be published on the brand's website. Each of these entries will be allocated points, based on which three winners will be picked. There will be a panel of three judges (travel experts) who will select the winners.

Judging criteria include parameters like nature/uniqueness of the location, quality of the content in the description, image aptness/quality, degree of creativity involved in the image, and relevance/quality of the video.

Skyscanner, a global travel search site, has come on board as title sponsor for this campaign.

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