partnership portfolio
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Some great examples of the brand and content partnerships we\'ve created with global clients. We\'re now producing far more integrated campaigns across print, digital, mobile and tv. Please drop me a line if you\'d like to see some examples of our recent work.TRANSCRIPT
Lonely Planet C
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lanet.biz
CLIENT SOLUTIONS PORTFOLIOPartnerships Preview
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Format 105 x 155mm Print run 170,000 units
URBAN ExPLORERCLIENT AMERICAN ExPRESS
A high-quality, top-end specially produced guidebook to nine
of the world’s most captivating cities following the themes of
Romance, Indulgence, Quirky and Adventure. Books were mailed
out to AmEx’s most loyal cardmembers in the US as a special thank
you for their patronage.
www.lonelyplanet.biz < >
www.lonelyplanet.biz
Format A6 Print run 10,000 units
EUROPE PHRASEBOOKCLIENT AMERICAN ExPRESS
To retain its foreign exchange
customers, American Express
offered its customers a re-jacketed
Lonely Planet Europe phrasebook.
The desired effect was achieved:
‘We even had phone calls into the
call centre thanking us for it, which
is unheard of! Figures indicate we
are 6% up on February 2002 and
5% up on March 2002’.
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Format DL Print run 18,000 units
YOUR GUIDE TO THE WORLD’S COOLEST CITIES CLIENT JAMESON IRISH WHISKEY
Clad in Jameson’s trademark dark green, Lonely Planet specially
designed a full-colour pocket guide to six of the world’s coolest cities
for Jameson to use as a gift with purchase. The guide formed the
centrepiece of a zip-up gift pack with a bottle of Jamesons and two
cans of mixers.
www.lonelyplanet.biz < >
PLANET CHILLCLIENT BEN & JERRYS AND REI
Format A6 Print run 100,000 units
Ben&Jerry’s and REI wanted to raise awareness around their social mission to combat
the causes of global warming. Both B&Js and REI are among the most progressive
organisations in the US, in the areas of ecology and sustainable business practices, while
Lonely Planet is embracing ‘sustainable travel’ messaging as part of its belief in responsible
travel. The guide drove consumers to the Sweepstakes page (provided by REI) on the
B&J’s website, where they could also offset their carbon on past or future travel. The guide
was distributed by B&Js in some 306 of their scoop shops in North America; by REI in 20
of their stores as a gift with purchase; Lonely Planet distributed via its lp.com shop and via
public facing events.
www.lonelyplanet.biz < >
CLIENT POST OFFICE
Format Advertising Feature on lonelyplanet.com URL http://www.lonelyplanet.com/competitions/ukpostoffice/ Duration 2008
This fun advertising feature on lonelyplanet.com promotes the various financial
services available at the Post Office, utilising campaign branding currently seen
across various media. Targetting the travelling community made perfect sense
for the message, and the competition element was used as part of the display
campaign to both drive traffic to the site, and to encourage users to think about
their travels in relation to the ‘strangest thing they’d ever purchased’.
POST OFFICE GUIDE TO TRAVEL MONEY
www.lonelyplanet.biz < >
CLIENT SONY ERICSSON
Format Java applications
Lonely Planet teamed up with Sony Ericsson to produce twenty mobile city
guides and ten audio phrasebooks for Sony Ericsson handsets in 14 countries
throughout Europe and Australia. The audio phrasebooks divide up into key
sections, and use a range of phrases allowing the user to simply practice
or improve their own language skills, or to even take the easy option, and let the
phone do the talking for them with the audio ‘read-outs’! The city guides contain
Lonely Planet’s top recommendations for each city, divided into places to eat,
shop and go out, as well as the best hotels and the must-see sights.
SONY ERICSSON MOBILE GUIDES
www.lonelyplanet.biz < >
CLIENT SOUTH AFRICA TOURISM
Format Microsite on lonelyplanet.com URL http://www.lonelyplanet.com/competitions/south-africa-tourism/ Duration 2008
South Africa Tourism wanted travellers to think twice about their preconceptions
of South Africa, all wrapped within the concept of the country being a feast for
all the senses. Our microsite utilised pieces commissioned with our Lonely Planet
experts to talk about the gastronomy, wildlife, urban centres and adventure travel
unique to this inspiring destination. We created fully interactive mapped itineraries,
short form video and a popular competition asking travellers to add their ‘dream
trip’ to the microsite.
MY SOUTH AFRICAN FEAST
www.lonelyplanet.biz < >
CLIENT UNIVERSITY OF GLASGOW
Format A6 and Online Magazine Print Run 120,000 URL http://tinyurl.com/3nl9yw
The University of Glasgow asked us to look at how we could
help them market their city to prospective students around the world.
Our response was to design and produce a Lonely Planet guide
to Glasgow, specifically built for a student population - we explore
the city resulting from a wealth of investment and redevelopment,
and look in detail at the neighbourhoods that make up the city.
As well as publishing the guide for the university to send out with
prospectuses, we also set up an online version replicating the
experience of a printed product which was linked to from the
university’s website. Both formats have been a hit with students
and were also picked up in the national press.
STUDY GLASGOW
UniVersitY & GlasGow HistorY
The 6th-century Christian ascetic St Mungo founded and christened Glasgow, which means ‘dear green place’ in old Gaelic. It turned out to be an appropriate name for a city that now has more than 75 public parks – more parkland per person than any other European city.
The University of Glasgow’s story began in 1451, when it was established near the site of St Mungo’s church in today’s East End. In 1870, the University moved to its current site – literally, in the case of Pearce Lodge, which was shifted brick by brick.
albert & KurtWhile the UK’s fourth-oldest University has consistently innovated, hosting Albert Einstein in 1933 and Nirvana in 1991, the city around it has experienced changing fortunes.
In the 18th century, much of the tobacco trade between Europe and the USA was routed through Glasgow, producing rich ‘tobacco lords’. The merchants were so powerful that, when King George III scuppered them by losing the American Revolutionary War, they decreed the main statue in George Square would be of Sir Walter Scott instead of the disgraced monarch.
Victorian successEven after the tobacco trade declined in the late 19th century, the city continued to prosper as a centre of textile manufacturing, ship building, and the coal and steel industries. It was regarded as the second city in the British Empire by the end of the Victorian era.
For the University, it was a time of intellectual ferment. In 1881, the campus saw the first house in the world to be fully lit by electricity – one of Lord Kelvin’s pioneering experiments (see p8).
Clydebuilt became a mark of quality, but the river’s shipyards were bombed by the Luftwaffe and the industry declined after WWII.
44 Study Glasgow 45Study Glasgow4 �
hiGhliGhts
1: Get ready for a gig in one of Europe’s top music and party hotspots (p6)
2: Learn the local football lingo at a clash between Glasgow’s Celtic and Rangers (p7)
3: See why shopping experts rate the city’s stash of stores and malls (p7)
4: Tour Charles Rennie Mackintosh’s pad at the Hunterian Art Gallery & Museum (p8)
�: Sample Europe’s adventure capital – from mountain biking to mountaineering (p10)
www.lonelyplanet.biz < >
SONY PLANETPSP: PASSPORT TOCLIENT SONY COMPUTER ENTERTAINMENT EUROPE
Format UMD FOR PLAYSTATION® PORTABLE (PSP™)
Passport to… is a set of six interactive and vibrant City Guides available in five
languages (English, French, Italian, Spanish and German), which Lonely Planet
developed for Sony’s Playstation Portable. Lonely Planet provided Sony with over
1500 recommendations on the best cafés, bars, clubs, hotels, shops and sights
to visit, plus audio walking tours, over 100 tailor-made itineraries and a series of
navigable maps for the following cities: London, Paris, Barcelona, Rome, Prague
and Amsterdam.
www.lonelyplanet.biz < >
QUICKCHATCLIENT NINE MSN LANGUAGE PDFS
Nine MSN Travel asked Lonely Planet to produce 20 language PDFs with key phrases and
pronunciation guides in order to build out their travel section and reward their users. The result
is a set of vibrant back-pocket guides – ready to take on the road as a print product or downloaded
to a mobile device.
Format PDF FOR ONLINE DOWNLOAD Languages Languages: Cantonese, Czech, Egyption, Filipino, French, German, Greek, Indonesian, Italian, Japanese, Korean, Mandarin, Polish, Portuguese, Russian, Spanish, Swahili, Thai, Turkish, Vietnamese
www.lonelyplanet.biz < >
WORLD WISECLIENT FOREIGN & COMMONWEALTH OFFICE (UK)
Format A6 Print run 500,000 units
World Wise, produced for the Foreign & Commonwealth Office, is an
adaptation of the successful Travel Safe guide, specifically aimed at the over
50’s market. It’s objective was to provide over 50’s with useful travel advice
and safety information, as well as inspiring travel content, in the hope that this
will reduce the number of consular cases for this audience.
www.lonelyplanet.biz < >
DFAT’s research showed that travellers paid little attention to the
Hints booklet – it needed an overhaul to get its message across.
Partnering with Lonely Planet – the largest and most authoritative travel
publisher in Australia – meant that not only would interest be sparked
but travellers would listen. Lonely Planet implemented a total redesign
and repackaging of the information, adding destination-specific
content to make travellers stand up and take notice. The booklet will be
distributed in embassies, online and in airports all over Australia, as well
as being packaged with passports.
TRAVEL SMART: HINTS FOR AUSTRALIAN TRAVELLERS Format A5 Print run 1.5 million units
CLIENT DEPARTMENT OF FOREIGN AFFAIRS & TRADE
www.lonelyplanet.biz < >
JOHNNIE WALKER®
BLACK LABEL™
CLIENT 4Cx FOR DIAGEO HELLAS SA
Format A6 Print run 70,000 units
Highlighting Johnnie Walkers® Black Label’s™ signature colours
and therefore its brand, the Grand Prix Cities Guide features 10 of the
cities that hold the Grand Prix. Specially produced entirely in Greek,
the guide has top sights, restaurants and bar picks to appeal
to Johnnie Walker® Black Label’s™ core market.
www.lonelyplanet.biz < >
CLIENT InterContinental Hotel Group (IHG)
GO DISCOVERFormat 195mm x 125mm Print run 350,000 copies for each of the three editions: Autumn/Winter, Summer & Spring
With the success of the Spring edition – a guide to key European
cities in core IHG market, with itineraries, highlights and maps – IHG
commissioned Lonely Planet to do two further Go Discover brochures.
www.lonelyplanet.biz < >
CLIENT JAPAN AIRLINES JAPAN: AN INSIDER’S GUIDEFormat A6 Print run 10,000 units
www.lonelyplanet.biz
Many people think that Japan is a difficult place to travel around.
JAL wanted to confront this perception and showcase another side
of the country so they turned to Lonely Planet for expert advice and
authority. This custom-made mini guidebook was specially written by
an on-the-ground author and addresses the misconceptions – Japan
is not expensive, the food is fabulous, the people are warm and the
cities are easy to get around.
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www.lonelyplanet.biz
Format A6 Print run 40,000 units
FREEDOM FROM WORKCLIENT MERCEDES-BENZ
The FreedomFromWork campaign reached the heart of the
demographic that Mercedes most wanted to target for the launch of the
new B-Class sporty vehicle. The freedomfromwork website, and the
booklet produced by Lonely Planet, gave this audience of busy people
something of genuine value – up-to-date tips on places to ride, swim,
hike, dive and dream their lives away on the weekends. All content was
devised, written and designed by Lonely Planet, which the audience
values. Subtly placed in the middle of the book is an image of the new
B-Class itself – the ideal vehicle for the time-poor but sporty-minded.
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www.lonelyplanet.biz
CLIENT TOURISM IRELAND THE CRAIC PACKFormat A6 Print run 50,000 units
How to make Ireland jump out of the pack of European travel
choices? This was the task of The Craic Pack! Succinct, stylish and fun,
The Craic Pack shows a modern Ireland awaiting the adventure-seeker.
Aimed at a younger audience, the booklet was distributed via a retail
promotion and served to trigger enquiries about Irish holidays.
Rather than take the place of Lonely Planet’s larger Ireland guidebooks,
the booklet worked served to spark further interest in these.
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www.lonelyplanet.biz
One of the biggest issues AQIS faces is the lack of knowledge
among Australian travellers of Australia’s Quarantine Laws. Along with
communicating the importance of registering with smartraveller.gov.au
before you go, the Lonely Planet specially produced ‘and back’ guides
cover 14 prominent destinations, featuring advice on what you can and
can’t bring back into Australia, ‘Best Buys’, ‘Worst Buys’ and Lonely
Planet’s hand-picked ‘Top Shops’.
Additionally, the guides are reproduced as an online PDF for
pre-planning on www.aqis.gov.au/travelbug.
For AQIS, a partnership with Lonely Planet ensures that their message
will be heard, as the Lonely Planet content is more appealing to readers
than the essentially dry information about Quarantine rules. The designs
are quirky and easily recognizable in Australian airports among other
Government-supplied information. Recent research indicates that there
has actually been a reduction in confiscated goods from travellers upon
re-entry into Australia.
CLIENT AUSTRALIAN GOVERNMENT
AQIS (AUSTRALIAN QUARANTINE AND INSPECTION SERVICE)
Format A6 custom guide, web content and PDF Print run 14 booklets with various print runs totally 240,000 units
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BEST OF GERMANY
Format DL Print run 100,000 units
Covering all 12 host cities of the 2006 World Cup, the LG Best of
Germany guide was distributed in all top and mid-range hotels in those
cities. This put the LG brand in the hands of people from all over the
world, in the most useful way possible – showing them how to get
around the city with the experts from Lonely Planet. All content was
recommended by Lonely Planet and agreed to by LG; only LG ads were
included. The guide was also used as a marketing tool by LG’s global
offices for the duration of the event.
CLIENT LG
www.lonelyplanet.biz < >
WEEKEND EUROPE ITINERARY PLANNERCLIENT SONY Format CD-ROM Print run 100,000 units
Research suggested that most consumers with the propensity
to purchase a digital camera, or video camera were holiday makers.
Sony wanted to offer such consumers a value add-on and approached
Lonely Planet to devise and develop a compelling offering. The Weekend
Europe Itinerary Planner was handed out with the purchase of every
digicam; covering 10 European Cities, the CD-Rom application gave
travellers the chance to plan and build an itinerary for use ‘on the ground’.
The interactive application covers numerous points of interest (POIs),
including restaurants, bars, attractions and things to do with the kids.
www.lonelyplanet.biz < >
CLIENT SOLUTIONS CONTACTS
www.lonelyplanet.biz
United Kingdom & Europe Alex CheesemanBusiness Development Manager2nd Floor, 186 City RdLondon EC1V 2NT, UNITED KINGDOM Tel: +44 (0) 207-106-2117Fax: +44 (0) 207-106-2101 [email protected]
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