Story + Strategy
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City Guide

Travelers desire guides that are both inspirational and useful to serve two distinct need states—planning and in-destination. And when you provide curated recommendations through a distinct point-of-view, they're more likely to engage. Given the vast travel guide universe, OpenTable City Guides were created to be unique to the brand purpose and the network of cities around the world. Told through the lens of chefs and restaurateurs, travelers are guided to recommended hot spots, mainstays, and hidden gems in each city. An editorial and content strategy guided the work, with short-form content integrated into the product and marketing channels to lead people to the long-form guides. First up: LA | London | Austin.

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 Writer: Stacy Suaya | Photographer: Joyce Kim

Writer: Stacy Suaya | Photographer: Joyce Kim

 Writer: Tom Morris | Photographer: John Spinks

Writer: Tom Morris | Photographer: John Spinks

 Writer: Erin Quinn-Kong | Photographer: Ryan Lowry

Writer: Erin Quinn-Kong | Photographer: Ryan Lowry