The Challenge

JP/Politikens Hus A/S – the largest media corporation in Denmark – sought to digitise their large amounts of rich information and thereby capitalise on new media platforms.

A relevant part of their enterprise is the travel books section named ‘Turen Går Til’ (translates to ‘the trip goes to’). Here, travellers should benefit from travel guides that could be downloaded and used “on the go” with add-on mobile-specific features.

As the editor-in-chief Søren Sattrup remarks: “Turen Går Til is the favourite travel books series for Danes. We should naturally also be on the mobile”.

On choosing to go with Apple’s model, Søren Sattrup adds: ”iPhone is a telephone with broad appeal. The Turen Går Til series has during the last three years undergone a significant development, and we believe the new Turen Går Til series suits the iPhone well”.

Spoiled Milk was engaged in the project for overall consultancy, concept, design and development.

Our Solution

The Turen Går Til iPhone apps succeed in merging the famed distinct usability of the printed books with the characteristic feel of the iPhone devices.

Attractions can be filtered by area, purpose or even browsed on a map view. Quality images are seamlessly integrated into articles. Search can be conducted on the fully extracted A-Z list.

When viewing a specific article, you can mark it as a favourite, enter it via Google Maps, view related YouTube videos, directly dial the facility or jump on to the transportation map.

In this first round, 6 books have been made available for the iPhone and iPod Touch: Barcelona, Berlin, Copenhagen, London, Paris and Rome. All apps are in Danish, except for Copenhagen, which is launched in English.