Social Media Case Study: How Lonely Planet Engaged its Community with a Virtual Train Journey

escape express

Brand Name

Lonely Planet




In 2013, Iffort steered a digital campaign targeted towards the travel community to drive brand engagement for Lonely Planet India. The campaign was carried over in two phases and was hosted on a dedicated website which was properly integrated with the necessary social channels.

The idea behind the campaign was to take users on a virtual journey to destinations around Delhi, Mumbai and Bengaluru, giving them an insight into escape destinations across these cities. Participants were tested for their knowledge of travel to these destinations and shared their escape experience to win prizes like iPads, DSLR cameras and much more.


The Escape Express received over 4,000 registrations and more than 400 Escape Diaries. The Facebook community grew by 20,000 fans and the campaign was rated as being among the Top 25 Social Media Campaigns of 2013 by Social Samosa.