Key takeaways
- Format: Lifestyle photo with a 'New!' launch headline and tier label.
- Best for: Premium feature launches for outdoor, travel and fitness apps.
- Hook: 'New!' plus the word 'dream' – novelty and aspiration together.
- Reuse it: Show the end experience your feature enables, and name the tier in small print.
Available sizes
What is a lifestyle ad?
A lifestyle ad shows the product being used in a real setting by the kind of person who buys it. Instead of listing features, it sells the feeling or outcome of owning the product, which makes it a strong fit for fashion, home, travel and wellness brands.
See all lifestyle ads →Why this lifestyle ad works
- 01
Sells the outcome
Hikers by a stunning lake make viewers want the trip, which makes them want the tool to plan it.
- 02
Launch signal
A simple 'New!' label tells existing users there's something fresh to try.
- 03
Specific features in one line
Multi-segment routes and campsites name exactly what's new without a long list.
- 04
Tier transparency
'Available with AllTrails Peak' qualifies clicks and supports the premium positioning.
Full creative breakdown
Who this ad targets
Experienced hikers and aspiring backpackers planning multi-day trips, thru-hikes or camping routes, particularly in US national parks and wilderness areas. It also targets existing AllTrails Plus or free users who could upgrade to the higher Peak tier. Likely aimed at outdoor, camping and adventure-travel interests aged 25–50, plus groups of friends who plan trips together, during spring and summer trip-planning windows.
Copywriting analysis
The headline 'Create your dream backpacking trip' puts the user in control (create) and appeals to aspiration (dream). The 'New!' kicker taps novelty bias and works especially well with retargeting audiences who already know AllTrails. The subline lists two tangible features – custom multi-segment routes and campsites – then 'and more!' to imply additional value. The footer line, 'Available with AllTrails Peak', is understated but essential, setting expectations that this is a paid upgrade. Together the lines move from dream to feature to qualification, filtering clicks towards people ready to pay.
Visual design
The image is split naturally: dark rock and water in the top half hold white text with strong contrast, while the bright green meadow and hikers fill the bottom half. The diagonal line of hikers leads the eye from bottom-left towards the lake. The palette of teal water, grey granite and green grass is calm and natural. Text is centred and stacked with clear size hierarchy from headline to small footer.
How to adapt this template for your brand
- Choose a photo showing people enjoying the outcome your new feature enables.
- Position text over the darker, emptier part of the image for contrast.
- Add a small 'New!' kicker above the headline.
- List two concrete new capabilities in one subline.
- Add a small tier or availability line at the bottom if the feature is paid.
Tips for backpacking ads on Meta
Square suits Meta Feed and Google Display; create a 4:5 crop for more feed space and a 9:16 version with the phone UI for Stories (see the companion 'Plan your next backpacking trip' ad). Target existing users and lookalikes with 'Learn More' to a feature landing page. Launch campaigns pair well with a short video showing the route builder in action.
About this creative
A square lifestyle ad announcing a new AllTrails Peak feature. The photo shows four backpackers seen from behind, walking in a loose line across a grassy, rocky slope towards a deep blue alpine lake ringed by granite cliffs. Their colourful packs and trekking poles make the multi-day nature of the trip obvious. The top half carries all the text over the dark rock and water: the green AllTrails logo, a small 'New!' label, the large headline 'Create your dream backpacking trip', and a subline, 'Build custom multi-segment routes, find campsites, and more!'. At the very bottom, a small line reads 'Available with AllTrails Peak', clarifying it's a paid-tier feature. There's no phone or UI – the ad sells the dream outcome and lets curiosity about the planning tool drive clicks. The natural, documentary-style photo feels authentic and aspirational at once.
Meta ad · 338 × 600 · Backpacking
AllTrails Peak Ad: Create Your Dream Backpacking Trip
This square AllTrails ad announces a new backpacking planning feature with a real-life photo of four hikers walking towards an alpine lake. It is a lifestyle launch format that pairs a 'New!' tag with an aspirational scene – a solid template for premium feature launches in outdoor, travel or fitness apps.
Added
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Details
Ad copy
Primary text
New! Plan multi-day adventures with AllTrails Peak. Build custom multi-segment routes, find campsites along the way and get everything you need for your dream backpacking trip.
Description
New with AllTrails Peak: custom routes and campsites.
On-image text
AllTrails | New! | Create your dream backpacking trip | Build custom multi-segment routes, find campsites, and more! | Available with AllTrails Peak
Headline ideas for this template
- 1New: plan multi-day hikes in minutes
- 2Your backpacking trip, mapped end to end
- 3Routes, campsites and more – now in Peak
- 4Dream it, map it, hike it
- 5Plan the trip you've always wanted
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
