LC Tour Operator

Concept

A travel agency competes against the client's imagination. Someone arriving is already picturing the trip; what they need is for someone to give it an image and tell them what it costs. A catalogue of PDFs does neither. This site starts with the image and shows it whole: the photograph fills the screen, with no frame, and at the top left a red label reads Maceió, Brazil or Búzios, Brazil. It is not decorative: it is the destination, presented the way you show someone where they will be.

The second thing it does is organise the offer by moment in life, not by country. The eleven entry points along the bottom do not say "Brazil, Peru, Chile": they say Don't miss it, Choose something different, As sweet as honey, Travel in a group, My weekend, Discover Paraguay. Someone getting married is not looking for "Peru": they are looking for a honeymoon, and inside they find eight destinations with the cities each one includes. It is an information architecture built from the client's desire, not from the map.

Over the photograph there are three elements and nothing more: the red label with the destination's name, the logo with the "C" turned into a sun, and along the bottom the band of eleven white cells with the sections. Opening one brings up a white panel floating over the landscape without hiding it completely. And the close of every section is always the same, and it is the right one: request a quote by email. The site does not try to sell online —it knows a trip is put together by talking to someone— but it takes the visitor to the door of that conversation with the destination already chosen.