MEDIA KITNovember 2011

ADVENTURE LUXURY CULTURE UNUSUAL JOURNEYS

ABOUTInside the Travel Lab is an award-winning travel blog that covers the art and science of unusual journeys. It is regularly described as one of the best in the world.

Written by journalist and photographer Abigail King, one of the leading figures in the UK for new travel media, Inside the Travel Lab explores adventure, luxury and culture across the globe.

Above all, it focuses on excellence, and is aimed at the adventurous, thoughtful traveller.

Unusual Journeys Adventure Luxury Culture

Message: Travel Inspiration

You don’t need to give up luxury to taste adventure, you don’t need to stop thinking to feel that adrenaline buzz, and you don’t need to go backpacking to get off the beaten track.

Travel can make the world a better place.

Make Me Think Make Me Smile Inspire Me Tempt Me Show Me

Quality writing Great photographs Inspiring video

Useful reviews Interactive approach Social media

ABOUT THE AUTHORA journalist and photographer who swapped a career as a hospital doctor for a life on the road.

Abigail King is an experienced journalist and photographer who works with both print and online media. She has circled the globe twice, camped in the snows of Kilimanjaro and Patagonia and tracked down tigers, turtles and panda bears. She’s then had a hot shower and embraced the city life of New York, Rio, Paris and Tokyo.

She has interviewed Michelin-starred chefs, Formula One Race Engineers, aid workers, ministers, Tlingit elders and plenty of people on the street. Her work has appeared in Lonely Planet, the BBC, CNN, National Geographic’s Intelligent Travel, National Geographic Traveler, France Today, Red Magazine and more. She’s also written countless city and regional guides.

www.abigailking.co.uk

Google USLonely PlanetGoogle UKTravelPodWikio

InvespKonectorTripbaseVisit BritainCision

AWARDSBest Travel Writing on a Blog – TBU Conference, Innsbruck

Finalist for the British Travel Press Awards 2011

“One of the best travel blogs in the world.” Lonely Planet

RANKED AS ONE OF THE BEST BY:

RANKINGS

ON TELEVISIONThe Opinions of Bloggers – TV3Skydiving on the Midday News –RTVEBloggers at Formula One - Minube TV

NEWSPAPERSThe Travel Trade GazetteLa Voce del Serchio

MAGAZINESBBC TravelLonely PlanetThe Huffington PostNational Geographic’s Intelligent Travel

PUBLIC SPEAKINGTBU InnsbruckTurismo AsturiasWorld Travel Market

IN THE PRESS

TRAFFIC

Syndicated with Lonely Planet ( > 4 million views/month)

UK articles syndicated with Visit Britain ( > 100 000 views/month)

Direct (Google Analytics*) 44 000 page views/month; 35 000 unique visitors

Direct (TeqPad*) 10689 page views/day

Alexa – 79 000

Google PR – 4

*New to the terminology? Find a full glossary at the end...

STATISTICSNovember 2011

SOCIAL MEDIA

Twitter – Over 9000 followers

50 Tweets reach 169000 people, with 255 811 impressions on Twitter – Tweetreach*

Facebook – Over 750 fansGoogle+ - In over 500 circles Klout Score* – 56 Peer Index *- 52RSS Subscribers – Over 450

Equal male: femaleAge 25 – 55Mostly childlessHighly educatedTravel more than 3 x/year

DEMOGRAPHICS

Data from Google Analytics, Facebook & direct surveys

48% visit for travel inspiration

30% feel inspired to visit a destination after reading

65% continue to think about a destination after reading

1) USA2) UK3) Canada4) Spain5) Australia

HOW YOU CAN BENEFIT• REACH A TARGETED, ENGAGED AUDIENCE Readers are interested in travel and keen to be inspired. They trust the material and already

have a high level of interest in the topic under discussion.

• REACH THEM TODAYRather than waiting 6-18 months for information to appear in print, blogging and social media reaches people immediately.

• CREATE A LONG TERM ASSETOnline information has a longevity that print cannot match. Articles on Inside the Travel Lab will continue to grow in popularity over the years and continue to serve as useful reference material.

• BOOST YOUR OWN WEBSITE’S PERFORMANCEHigh quality, relevant links from high quality, relevant websites are a major factor in search engine results.

• DON’T GET LEFT BEHIND“New” media is no longer new...

• People spend more time online than watching television1

• 77% of internet users read blogs regularly3 • Social networks and blogs are the most popular online category4 • The average time spent on Facebook and Twitter increased by 699% and 3712%,

respectively in 20094

NEW MEDIA IS NO LONGER NEW

EDITORIAL POLICY

Inside the Travel Lab has very strict editorial policies based on respect, honesty and responsibility towards both readers and partners.

All content always remains independent.

However, Inside the Travel Lab seeks to engage with partners whose values and experiences align with their own in order to establish a mutually beneficial relationship.

Inside the Travel Lab is at the cutting edge of digital media.

Discuss innovative ideas for your brand now.

CONTACT

Connect your brand with an audience that cares

Discuss what Inside the Travel Lab can offer you

Contact Susannah Forbes at contact@silverfootprint.co.uk

Telephone calls can be arranged on request

Alexa – Estimates traffic by monitoring the web activity of a sample of users. Similar to television audience estimates. The lower the number, the more traffic

Google Analytics - generally regarded as the most stringent measure of website traffic.

Klout – Scores online influence in social media using metrics from Twitter, Facebook, YouTube & more

Peer Index - Scores online influence in social media using metrics from Twitter, Facebook, LinkedIn & more

RSS Subscribers – People who subscribe through RSS (a delivery method for online content)

GLOSSARYTeqpad – Manchester-based search metrics

Tweetreach – Measures the number of people’s twitter streams a tweet reaches, and how many opportunities there were for someone to read the tweet (impressions.)

REFERENCES1 - Ipsos Reid 2 - Facebook 3 - FutureBuzz 4 - Nielsen Report 5 - Age UK Report 6 - Digital Surgeons