The Guide Book

A Podcast Series from Lonely Planet

A Bold Vision for Lonely Planet Storytelling

Lonely Planet has spent decades guiding travelers through books, articles, and digital storytelling. While podcasting may be a newer space for the brand, the medium has evolved significantly in recent years. Today, a podcast is more than just audio. It is a launchpad for a full ecosystem of content, including articles, video, social media, newsletters, and more.

Over the past few years, podcasting has grown rapidly. With millions of shows now competing for attention, cutting through the noise takes more than simply launching a series. It requires a clear concept, strong storytelling, and a thoughtful strategy for standing out.

The pitch below is for an immersive travel series that transports listeners directly into the heart of each destination. It takes a documentary style approach, using rich sound design and compelling interviews to spark curiosity, inspire exploration, and reignite wanderlust.

While a traditional interview based podcast is certainly an option, this concept looks beyond the most common formats. It is designed to feel more immersive, more narrative driven, and more aligned with the sense of discovery that has always defined Lonely Planet.

As a creative partner, Lonely Planet would play an integral role in shaping destinations, connecting with local voices, and ensuring the content reflects the brand’s values around curiosity, cultural understanding, and responsible travel. This collaboration grounds each episode in authenticity while extending Lonely Planet’s trusted voice into a new and engaging medium.

Podcast Overview

The vision for The Guide Book is a documentary style travel podcast that captures what it truly feels like to explore the world. The unexpected moments, the challenges that shape you, and the connections that stay with you long after the journey ends. Inspired by Lonely Planet’s long standing spirit of curiosity and exploration, each episode follows a traveler’s path and brings listeners along through immersive sound and unscripted conversations.

Listeners hear from locals, fellow travelers, and cultural voices who share not just where to go, but why it matters. These are personal and thoughtful stories, rooted in respect for the places and people encountered along the way.

This is not about ticking boxes or chasing perfect photos. It is about staying curious, embracing the unknown, and letting the journey change you.

Each episode also creates opportunities to extend across Lonely Planet’s editorial platforms, social media, and destination guides. The series adds depth to existing content while reinforcing the brand’s values around cultural understanding, responsible travel, and global exploration.

This audio trailer brings the concept to life, complete with a sample pre-roll ad to show how Lonely Planet can use the podcast as a powerful storytelling and branding tool.

Format - Narrative Documentary

A narrative documentary-style podcast offers a rich and immersive storytelling experience. Each episode blends real conversations, thoughtful narration, and field recordings to bring listeners into the heart of the journey. It is designed to feel personal, like traveling alongside a friend. You are not just hearing about a place, you are experiencing it.

Episodes follow the natural flow of a trip, from first impressions to deeper connections and moments of reflection. Along the way, listeners hear from locals, fellow travellers, and cultural voices who help shape the story. We capture the sounds of each place, from bustling streets and lively markets to remote landscapes and quiet moments, creating an audio experience that feels as real as being there.

This format calls for higher production value because it relies on sound design, location recordings, and intentional storytelling. The result is a polished, unique, and authentic series that invites listeners to slow down, tune in, and see the world through new eyes.

Episode Breakdown Example.

Madagascar: Island of Wonders (35-45 min)

Pre-Roll Ad (Dynamic)
A 30 second dynamic pre roll ad for Lonely Planet, tailored to promote destination guides, seasonal travel themes, new editorial launches, or specific campaigns. This ad slot is designed to be updated easily throughout the life of the podcast, ensuring relevance and flexibility.

Introduction (Opening Scene) 2–3 minutes
The episode opens with the sound of waves crashing against Madagascar’s wild coastline. A warm, inviting voice sets the scene: baobab forests silhouetted against an amber dawn, lemurs calling in the treetops, and the scent of spices drifting through bustling markets. Listeners are immediately immersed in the island’s untamed magic.

Featured Voices: Rich host narration blended with local soundscape

Arrival and First Impressions 6–8 minutes
Touch down in Antananarivo and head straight for the city’s lively streets. Grab a steaming plate of mofo gasy from a roadside stall. Through spontaneous chats with vendors and drivers, listeners soak up the city’s energy which is vibrant, chaotic, and full of character.

Featured Voices: Local street vendors, drivers, market traders. Unscripted conversations that reveal the city’s heartbeat.

Cultural Immersion 8–10 minutes
Journey to a remote village where skilled hands weave raffia into intricate baskets, and elders share oral histories that trace back generations. Visit a music workshop where the rhythms of traditional valiha fill the air, blending with the laughter of children learning to play.

Featured Voices: Village elders, raffia weavers, traditional musicians, and local families.

Adventure and Exploration 8–10 minutes
Trek through the Avenue of the Baobabs at sunrise, the ground dusty beneath your boots. Join a local guide on a hike into the otherworldly Tsingy de Bemaraha, with the sound of feet on stone and wind whispering through the labyrinth of spires. Take a quiet canoe trip along the Tsiribihina River, where the calls of kingfishers and the splash of paddles echo in the stillness.

Featured Voices: Local conservationists, hiking guides, boatmen. Passionate voices who know the land intimately.

Personal Moments 4–6 minutes
The host reflects on the contrasts of Madagascar, the joy and resilience of its people, the fragile beauty of its ecosystems. Quiet nights beneath endless stars spark reflections on what travel teaches us about ourselves.

Featured Voices: Solo reflection, but could include snippets of candid conversation with crew or fellow travellers

Closing Segment 2–3 minutes
End with a communal meal of romazava shared with a host family, the sounds of conversation and clinking bowls blending with soft music in the background. The episode wraps with a simple call to action:
“Wherever you’re headed next, start with a guide you can trust. Visit Lonely Planet to learn more.”

Episode Inspiration

  • Lima — Coastal Cuisine, Culture, and Markets

    In Peru’s vibrant capital, the Pacific breeze mingles with the aroma of ceviche and sizzling anticuchos. Stroll through buzzing markets, share pisco sours in hidden bars, and meet chefs blending tradition with innovation. From seafood caught that morning to Afro-Peruvian beats in lively plazas, every moment reveals Lima’s rich cultural fusion and coastal soul.

  • Chiang Mai — Temples, Street Food, and Traditions

    Northern Thailand’s cultural capital blends ancient tradition with modern life. Wander temple courtyards at sunrise, join monks for alms-giving, and savor spicy khao soi at a roadside stall. As night falls, explore bustling markets filled with color, music, and the aroma of sizzling skewers. Every street tells a story of Chiang Mai’s gentle rhythm.

  • Lisbon — Music, Markets, and Local Flavours

    Lisbon’s hills echo with the soulful sounds of fado as trams rattle past tiled facades. Meet artisans who keep old crafts alive, from tilemakers to guitar luthiers. Share petiscos at neighborhood tascas and soak in the city’s creative energy. Between grilled sardines and riverside sunsets, Lisbon’s layered stories come alive at every turn.

  • Marrakech — Souks, Spices, and Rooftop Views

    In the red city, labyrinthine alleys lead to buzzing souks where brass gleams and spices fill the air. Follow locals through the medina, sip mint tea on rooftops, and watch as sunset bathes minarets in gold. From artisans at work to street food sizzling over open flames, Marrakech blends ancient traditions with modern spirit.

  • Reykjavík — Hot Springs, Harbors, and Nordic Beats

    Iceland’s creative capital hums with cozy cafés, fresh cod sizzling at the harbor, and bold murals brightening the streets. Join locals soaking in hidden hot springs, hear tales of trolls and glaciers, and explore a city shaped by fire and ice. Reykjavík’s quirky energy invites travellers to slow down, connect, and embrace the Arctic edge.

Travel Stories, Experienced Across Every Channel

Not long ago, podcasts largely existed in their own lane, separate from other forms of content. Today, a podcast is not just something you listen to, it is something you build around. A single episode can fuel an entire ecosystem of storytelling that supports video, social media, editorial features, destination guides, and broader marketing campaigns. Each story becomes a starting point for deeper audience connection.

With the advances in technology over the past few years, it is now possible to capture far more than what ultimately makes it into each episode, without increasing crew size or production costs. Why stop at audio when full interviews can be filmed for YouTube, travel footage can be used to create short, shareable clips for social platforms, and behind the scenes moments, photos, and insights can help audiences feel closer to the journey itself?

This is just a snapshot of what is possible. In the section below, these ideas are expanded further, outlining how The Guide Book can become a flexible storytelling engine that informs, inspires, and travels as widely as the Lonely Planet audience.

Content Ecosystem Breakdown

Podcast Episodes: The core narrative documentary audio series. Each episode delivers immersive stories and interviews that form the foundation of all content.

YouTube Videos: Full length filmed interviews, behind the scenes footage, and travel vlogs. Using simple but effective setups, such as an iPhone on a tripod, professional quality video can be captured without the need for large crews or expensive equipment. This adds a visual layer to the storytelling and helps reach video first audiences.

Social Media Reels and Shorts: Short, shareable clips from interviews, key moments, quick travel tips, and compelling visuals from each destination. These bite sized videos are well suited for platforms like Instagram, TikTok, Facebook, and YouTube Shorts, helping engage existing followers and attract new audiences.

Partnerships: The series also creates strong opportunities for strategic partnerships with airlines and hotel groups. Episodes can be featured as in-flight entertainment or integrated into hotel media platforms, placing Lonely Planet’s storytelling in front of travelers at key moments in their journey. These partnerships extend reach, introduce the brand to highly relevant global audiences, and reinforce Lonely Planet’s role as a trusted travel companion before, during, and after a trip.

Blog Posts: Expanded stories, destination guides, and insider tips built around episode themes. These deepen audience understanding while providing strong SEO value and driving organic traffic to Lonely Planet’s digital platforms.

Newsletter Content: Episode recaps, exclusive insights, and travel inspiration delivered directly to subscribers. This helps maintain engagement and encourages listeners to explore related content.

Travel Guides Integration: Episodes can align with existing Lonely Planet guides by adding personal narratives, local interviews, and practical advice, enriching the guides and creating a more layered content experience.

Marketing Campaigns: Key episodes can be highlighted through seasonal campaigns, new series launches, influencer partnerships, and paid social promotion, using clips and visuals from the show to extend reach.

Audience and Impact

The Guide Book is crafted for curious explorers and travelers who want to do more than simply see the world. The audience seeks authentic stories, embraces challenge, and values meaningful connections with the places and people they visit. These listeners are drawn to responsible travel, cultural understanding, and experiences that go beyond the typical tourist path.

By offering immersive storytelling grounded in real voices and on the ground experiences, the podcast encourages listeners to approach travel with openness, respect, and curiosity. Each episode delivers more than destination highlights, sharing lived realities, unexpected moments, and the personal transformations that make travel so impactful.

For Lonely Planet, this podcast becomes a meaningful touchpoint for building deeper relationships with its audience. It aligns with the brand’s long standing commitment to curiosity, exploration, and thoughtful travel. The Guide Book positions Lonely Planet not only as a trusted source of information, but also as a storyteller and advocate for meaningful travel experiences.

Beyond inspiring listeners, the podcast opens the door to active engagement, from social media conversations and audience contributions to partnerships with local guides, writers, and cultural organizations. It invites listeners to become part of a broader community of travelers who value connection, authenticity, and curiosity.

To ensure the series delivers measurable impact, key metrics such as downloads, listener retention, social engagement, website traffic, and newsletter growth can be tracked over time. These insights help guide refinement and demonstrate how the podcast supports Lonely Planet’s broader content goals.

Finally, the series reflects Lonely Planet’s commitment to responsible travel by highlighting respectful cultural exchange, sustainable practices, and ethical exploration. Through thoughtful storytelling, The Guide Book encourages listeners to travel with care and intention.

In short, The Guide Book does not just tell stories. It sparks journeys, both outward and inward, that resonate long after the episode ends.

Monetization and Marketing

The Guide Book is designed not only to inspire listeners, but also to support Lonely Planet’s broader content and business goals through thoughtful and flexible monetization strategies.

Dynamic Ad Insertion
Using dynamic ad insertion technology, Lonely Planet can deliver timely and targeted messages promoting destination guides, seasonal travel themes, new editorial launches, or special campaigns. This ensures messaging remains relevant regardless of when an episode is heard, while maximizing long term value. Ads will be crafted to align naturally with the tone of the series and feel consistent with Lonely Planet’s trusted voice.

Sponsorship and Partnerships
Beyond internal promotion, the podcast can welcome aligned partnerships with travel brands, tourism boards, gear companies, or cultural organizations. Select partnerships may also include airlines or hospitality groups, allowing the series to reach travelers through in-flight entertainment or hotel media platforms. These collaborations create additional revenue opportunities while maintaining editorial integrity and reinforcing the series’ focus on meaningful travel.

Cross Platform Campaigns
The podcast integrates seamlessly into a wider content ecosystem, including social media, video, newsletters, and editorial storytelling. This multi channel approach extends reach and engagement, guiding audiences toward Lonely Planet’s digital platforms and destination content, while supporting seasonal campaigns or major releases.

Measuring Success
Detailed analytics around downloads, audience behavior, and engagement will help inform ongoing improvements. The goal is a podcast that evolves alongside Lonely Planet’s needs and becomes a durable, long term pillar of its storytelling strategy.

How We’ll Bring Your

Vision to Life

  • Pre-Production

    Concept development and creative team assembly

    Host casting and selection

    Scriptwriting and storyboard creation

    Destination planning, logistics, and bookings

    Talent booking, interview scheduling, and location scouting

    Strategic planning for integrated bonus content capture

  • Production

    High-quality audio recording of dialogue and interviews

    Recording of immersive soundscapes and ambient environments

    Direction of hosts and interview subjects for natural, engaging delivery

    Daily host audio diaries to enhance storytelling depth

    Capture of behind-the-scenes footage, photos, travel & bonus content

    Secure daily backup, file management, and asset organization

  • Post-Production 

    Comprehensive audio editing and assembly

    Custom sound design and music mixing to enhance emotional impact

    Professional mixing and mastering for consistent, broadcast-quality sound

    Voice-over recording and integration

    Editing and packaging of bonus content

    Final delivery, publishing management, and content distribution support

FAQs

  • Yes, having a strong marketing strategy, supported by a dedicated budget, is essential to ensure the podcast reaches its full potential. A well planned approach will generate momentum, attract listeners, and amplify the impact of the series across Lonely Planet’s platforms.

    From the start, the marketing strategy could include:

    Teasers and Trailers
    Build anticipation with short audio and video previews ahead of launch. These can be shared across Lonely Planet’s channels to generate early interest.

    Social Media Campaigns
    Leverage platforms like Instagram, Facebook, and TikTok to share behind the scenes content, destination footage, episode highlights, and compelling soundbites to spark curiosity and engagement.

    Collaborations and Influencer Partnerships
    Work with Lonely Planet contributors, travel writers, content creators, and aligned partners to expand reach and connect with new audiences.

    Email Newsletters
    Promote the podcast to Lonely Planet’s subscriber base through well timed announcements, episode spotlights, and travel inspiration tied to each release.

    Paid Promotions
    Use targeted social and digital advertising to reach key demographics and travel minded audiences in priority markets. A focused ad budget can significantly boost visibility, particularly around launch and seasonal moments.

    A strong marketing plan, supported by the right resources, ensures the podcast does more than launch, it grows. It positions The Guide Book as a signature storytelling platform within Lonely Planet, inviting audiences to engage more deeply with its content, perspective, and global community.

  • Absolutely. Podcasts are a powerful way to spotlight Lonely Planet’s own campaigns, partner brands, and aligned organizations, particularly those that reflect shared values around cultural understanding, responsible travel, and exploration. Whether highlighting destination partners, gear brands, ethical tourism initiatives, or travel services, integrating sponsorships into the series allows for authentic, story driven promotion that resonates naturally with the audience.

    With dynamic ad insertion, World Nomads can run its own ads promoting travel insurance products, new campaigns, seasonal offers, or product launches and update them at any time. Ads can be swapped out or refreshed long after an episode goes live, ensuring each one continues to support your current marketing goals.

    This flexibility turns the podcast into a dynamic, long-term asset. The Nomad Tapes becomes not only a storytelling platform but also a smart, sustainable channel for driving awareness and action across the World Nomads ecosystem.

  • Narrative series like The Guide Book require time to craft each episode with care, blending interviews, sound design, and storytelling elements. While quicker turnarounds are possible, planning several weeks in advance helps ensure the highest quality and a smooth production process.

    Most narrative podcasts benefit from recording and capturing material well ahead of release dates, allowing time for editing, sound mixing, and immersive audio design. Many producers batch record interviews and field recordings over days or weeks to build a strong archive that supports storytelling flexibility.

    I will work closely with you to develop a flexible production schedule tailored to the needs of the series and your availability, balancing creative ambition with realistic timelines to deliver compelling episodes consistently.

  • We’ll ensure the podcast is available on all major platforms, including Spotify, Apple Podcasts, YouTube and many more. We can also integrate it into your website, apps or other digital channels for seamless access.

  • We’ll provide analytics on listener demographics, download numbers, and engagement rates to help you track the podcast’s performance. This data will offer insights into your audience and guide future content strategies.

  • Once the show is live, ongoing costs can include hosting fees, and promotion. We’ll provide a breakdown of these costs during the planning stage.

  • We’ll collaborate with you to align the podcast themes with your goals, target audience, and brand identity. Together, we’ll identify compelling stories, destinations, and angles to create episodes that resonate with listeners, travellers, and followers of Lonely Planet.

About

Mike is a freelance audio engineer, sound recordist, producer, traveller, and adventurer based in Kelowna, British Columbia, with over 20 years of experience. He began his career in music production, eventually founding Music City Studio, a commercial recording facility where he worked with hundreds of independent artists over more than a decade.

Driven by a passion for travel and storytelling, Mike transitioned into narrative podcasting and film. His work has taken him around the world and across every Canadian province and territory, producing immersive audio stories that capture the essence of place and the people who shape it. He has recorded, produced, and mixed thousands of podcasts and contributed to multiple award-winning documentaries and television series, bringing a cinematic approach to sound and a deep respect for narrative.

Through his company, Eighty Five Audio, Mike collaborates with a trusted network of filmmakers, producers, writers, and photographers who share his passion for exploration and creativity. Together, they bring stories to life across podcasts, film, branded content, and beyond.

Let’s work together

This pitch is meant as an opening conversation. Collaboration will be key to shaping The Guide Book into a series that truly reflects Lonely Planet’s voice, values, and deep travel expertise. I’d welcome your ideas and perspective, and I appreciate the chance to share a starting vision. I’d love to continue the conversation and explore how this series could take shape together.

Mike Pedersen
Owner, Writer & Producer
Eighty Five Audio

mike@eightyfiveaudio.com
🇨🇦 +1 (250) 801-8445