Lonely Planet Marketing Solutions for 2010 Olympics

LONELY PLANET CLIENT SOLUTIONS
Co-Branded Marketing Media

XXI Olympic Winter Games & X Paralympic Winter Games
February-March 2010, Vancouver, BC

Connecting the World
LONELY PLANET is a worldwide community of travelers who
share a passion for exploring and contributing to our world.

For over 30 years, Lonely Planet has been uniting the world
through travel. We offer the richest travel content available;
striving to showcase all aspects of world culture; from iconic
essentials to hidden gems.

ThE OLYMPIC GAMES are a time when the world unites in
friendship, peace and the dreams of athletes from all corners of
the globe. Lonely Planet is uniquely placed to assist your brand in
making a real connection with the Olympic spirit and the people
around the world that will be captivated by Vancouver in 2010.

Lonely Planet Client Solutions | www.lonelyplanet.biz

Lonely Planet’s Client Solutions team
delivers marketing solutions that enable our
clients to leverage Lonely Planet’s travel
expertise and strength of brand.

We have worked with clients to solve a variety of marketing
challenges:
• Generating brand awareness or shifting brand positioning
• Retaining key customers by delivering something of value
• Connecting with new customers through new channels
• Engaging with customers online, increasing transactions
• Developing new products


About Lonely Planet
• Lonely Planet is the world’s leading travel content brand,
highly respected as inspiring, trusted, innovative and
adventurous.
• BBC Worldwide’s 75% share acquisition of Lonely Planet in
2007 has enabled Lonely Planet to expand its offering to
travelers across all media, with a particular focus on online,
mobile and magazine.
• Selling over 7 million books a year, Lonely Planet
guidebooks cover every corner of the globe and are
published in a number of languages.
• www.lonelyplanet.com receives more than 5 million unique
visitors every month from more than 170 countries.
• Over 300,000 mobile phone users have downloaded
Lonely Planet applications since July of 2008.


Lonely Planet Brand Characteristics
• INSPIrING: Sense of place and experience, creates curiosity,
visualizing the dream
• TrUSTEd: Knowledgeable, well-researched, by travelers for
travelers
• INNOvATIvE: Leading the industry in digital and wireless
applications
• AdvENTUrOUS: Youthful, beyond the every day, two streets
over
• rESPECTfUL: An awareness and sensitivity to cultures,
people and the environment


Lonely Planet Travelers
SPAN ALL AGES:
• 19% aged 15-24
• 18% aged 25-34
• 19% aged 35-44
• 20% aged 45-54
• 24% aged 55+
ArE hIGhLY EdUCATEd:
• 83% degree or higher level education
EArN hIGhEr ThAN AvG hOUSEhOLd INCOME:
• 39% HHI $100k+
• 18% HHI $75-100k
TrAvEL frEqUENTLY:
• 54% have visited over 11 countries
ArE BrANd LOYAL:
• Large number of repeat customers


Lonely Planet Content
We have a broad variety of travel content relevant to Vancouver 2010,
enabling us to customize solutions for your brand and your customers.
Some examples include:

vANCOUvEr: nightlife, shopping, eating, museums, etc
•
ThEMEd ITINErArIES: Vancouver Walking Tours,
•
BC Wine Tours
BEYONd vANCOUvEr: Explore Western Canada, Essential
•
Hikes of Banff & Glacier National Parks
GLOBAL ExPErTISE: Our content covers every nation
•
represented at the Vancouver Olympics. Our history, culture and
society content is highly regarded.
IMAGES: Lonely Planet Images hosts a library of over 300k
•
images.


Solutions can be developed across
any media:

• PrINT: Co-branded guidebooks, customized marketing
booklets
• dIGITAL / ONLINE: Destination content and POI
licensing, custom-built microsites and online advertising,
interactive itineraries and walking tours, videos,
slideshows, podcasts, PDF and e-book guides
• MOBILE: Custom applications (city guides,
phrasebooks), custom mobile site, geo-coded POI
licensing


LONELY PLANET CLIENTS


oneworld
oneworld, a global airline alliance, was looking to raise both awareness
and understanding of their brand and that of their partner airlines. They
aimed to distinguish themselves from their competitors by focusing on
their commitment to quality, customer-service and innovation for the
business traveler community.

SOLUTION: Interactive travel kiosks were installed in European
airports to showcase oneworld and provide engaging destination
content for business travelers. Lonely Planet provided places to see,
eat and relax, practical information and key foreign language phrases
as well as entertaining podcasts.

rESULT: The travel stations have received excellent coverage in the
press and very positive feedback from travelers, as well as an award for
Innovation in the Netherlands. Based on the success of the initial roll
out, oneworld continues to expand the program to additional airports.

Lonely Planet has been a great partner to oneworld. Lonely Planet was
very easy to work with, and through their collaboration they helped to
ensure for a smooth and efficient process in adapting their travel
content that helped to generate success around the Travel Stations.
- Pierre-Jean Mayol, Manager of Marketing, Planning & Development, oneworld alliance


Tourism vancouver
Tourism Vancouver was interested in promoting Vancouver as a winter
ski destination. Their goal was to target ski enthusiasts and winter
sports lovers who are also looking for a great city to spend time in while
taking advantage of the proximity of winter sports offerings.

SOLUTION: An integrated online marketing program that included an
ad campaign on www.lonelyplanet.com as well as a customized
microsite. Microsite featured ski destination information, “hot deals” at
various ski resorts and relevant video.

rESULTS: Campaign generated over 4,000 visits to the microsite
and millions of branding impressions with the average custom ad
unit CTR of 1.4 %.

For more information, visit:
http://www.lonelyplanet.com/campaigns/tourism-vancouver/


LG
LG, one of the world’s leading innovators of technology and electronics,
was interested in tapping into a new customer segment. Plans to
leverage the audience at the 2006 World Cup in Germany were sure to
increase their brand recognition, but LG also wanted to provide these
new customers with something that they would value and keep as a
souvenir.

SOLUTION: Lonely Planet custom developed the LG Best of
Germany Guidebook, covering the best places to see, eat, drink, shop,
and how to get around in all the host cities of the World Cup. The
guidebook included LG product advertising.

rESULT: 100,000 Best of Germany books were distributed free of
charge through leading hotels in Germany. LG accessed a new
customer segment who took home an LG branded book as a souvenir
of their experiences.


Tourism Australia
Tourism Australia, an alliance of four separate organizations all focusing
on the promotion of Australia as a travel destination, was looking for a
compelling way to market domestic travel to Australian residents.

SOLUTION: We created a multi-media program leveraging Lonely
Planet’s yearly top travel list (Bluelist) to feature new travel experiences
and inspire Australians to travel domestically.

• Four Part TV Series on public television
• Website with stories, places, videos and photos contributed by
Lonely Planet and Australian travelers
• Ad campaign on www.lonelyplanet.com
• Bluelist Australia booklets were created from the entries on the
website and distributed through national newspaper

rESULT: Campaign reached millions of TV viewers, generated
hundreds of traveler contributions, significant online traffic, considerable
press coverage, and the booklets reached 300k consumers.


WITH pull-ouT

Lonely Planet Olympic Partners
map

• Yahoo!7, the official broadcaster of the Olympic Games in Australia
• Jet Set Sports/CoSport, Olympic hospitality vendor
jet set
beijing

spo t

Both partners were interested in leveraging their Olympic partnerships

beijing
as well as reinforcing their brand among clients, VIP’s and staff.

SOLUTION: Co-brand existing Lonely Planet guides with new covers
g
that feature partner logos, unique cover images and additional partner
content pages.
encounter
encounter
rESULT: A total of 30,000 Yahoo!7 guides were distributed to select
encounter

audiences at the past three Olympic games in Athens, Turin and
,
Beijing. This product has become an official part of the Yahoo!7
Olympics package.

20,000 Jet Set Sports/CoSport guides were distributed to consumers
L

Chaoyangmen Nanxiaojie

for the Beijing Olympics. Based on the success of the 2008 guide,
Jinbao Lu

Lonely Planet is currently working with Jet Set Sports/CoSport on
andajie
Dongdan Beid
金鱼胡同
Hutong
Jinyu

initiatives for the Vancouver 2010 Olympics.
灯市口西街
St Joseph's
Church

Dajie 王府井大街
Donghuamen Dajie Donganmen Dajie

Datianshuijing
Hutong

Chenguang
gen Nanjie
nxiang
东安门大街

ia
Pudusi Q
Duanku

Nanchizi
hizi Dajie
南池子大街

13/05/2008 1:15:04 PM


“Safari noun (pl. safaris) an “Safari noun (pl. safaris) an
“Safari noun (pl. safaris) an

South African Tourism
expedition to observe animals expedition to observe animals
expedition to observe animals
in their natural habitat.” in their natural habitat.”
in their natural habitat.”

South African Tourism wanted to promote independent travel for the
25-40 year-old market while driving awareness to the region in the lead
The South African safari puts all manner The South African safari puts all manner
In the far east, Hluhluwe- (pronoun- Skirting the southern coastline, Addo In the far east, Hluhluwe- (pronoun- Skirting the southern coastline, Addo
of spins on the wildlife-viewing experience. of spins on the wildlife-viewing experience.
ced ‘shlu-shlu-ee’) Umfolozi Park Elephant National Park (042-223 ced ‘shlu-shlu-ee’) Umfolozi Park Elephant National Park (042-223
In Pilanesberg you can track rhinos on In Pilanesberg you can track rhinos on
(035-550 8476; www.kznwildlife.com) 0556; www.sanparks.org) shelters (035-550 8476; www.kznwildlife.com) 0556; www.sanparks.org) shelters
foot or take an elephant-back safari with foot or take an elephant-back safari with
is a picturesque mass of hills and one the remnants of the mighty herds is a picturesque mass of hills and one the remnants of the mighty herds
Gametrackers Outdoor Adventures (014-552 Gametrackers Outdoor Adventures (014-552
of your best bets to spot endangered that once owned the area. Addo has of your best bets to spot endangered that once owned the area. Addo has
5020; www.gametrac.co.za). Or try a canoe 5020; www.gametrac.co.za). Or try a canoe
black rhino or a loping pack of wild increased the jumbo population from black rhino or a loping pack of wild increased the jumbo population from

up to the 2010 World Cup. Their interest was to present a
safari with Muzi Pan Adventures (073-161 safari with Muzi Pan Adventures (073-161
dogs, the most endangered canine in a decimated 11 to 300, and witnessing dogs, the most endangered canine in a decimated 11 to 300, and witnessing
8189) in Greater St Lucia Wetlands Park. 8189) in Greater St Lucia Wetlands Park.
Africa. It’s also the place to be bold; these graceful creatures slowly reclaim Africa. It’s also the place to be bold; these graceful creatures slowly reclaim
Suffering car-cabin fever? Take a two-hour Suffering car-cabin fever? Take a two-hour The South African safari puts all manner
tackle your fears and the terrain on their territory is unnervingly moving. tackle your fears and the terrain on their territory is unnervinglyeast, Hluhluwe- (pronoun-
In the far moving. Skirting thetrail in Addo Elephant ParkAddo
horse southern coastline, (the trail
horse trail in Addo Elephant Park (the trail
one of the acclaimed wilderness Watching the wildlife on terra firma, of spins on the wildlife-viewing experience.
one of the acclaimed wilderness Watching the wildlife on terra firma,
Elephant National Park (042-223 one of
c the ‘shlu-shlu-ee’) Umfolozi Park
it’s easy to forget ed abundance in
navigates lion-free terrain) or tackle one of navigates lion-free terrain) or tackle
trails. Carrying your own gear and it’s easy to forget the abundance in trails. Carrying your own gear and
In Pilanesberg you can track rhinos on
Kruger’s mountain-bike trails. In Hermanus,
0556; www.sanparks.org) trails. In Hermanus,
Kruger’s mountain-bike
shelters
the sky. Any trip to South Africa willwww.kznwildlife.com)
(035-550 8476;
bathing from bucket showers at night, the sky. Any trip to South Africa will bathing from bucket showers at night,

contemporary insight into this fascinating but sometimes ignored
Walker Bay Adventures (028-314 0925) puts Walker Bay Adventures (028-314 0925) puts foot or take an elephant-back safari with
these treks vary from three to five turn even the harshest sceptic into an these treks vary from three to five turn even the harshest sceptic into an mass of hills and one the remnants of the mighty herds
is a picturesque
you in arms reach of migrating southern-right you in arms reach of migrating southern-right
amateur ornithologist, and the Greater Gametrackers Outdoor Adventures (014-552
days and will plant you firmly in amateur ornithologist, and the Greater
days and will plant you firmly in
that once ownedsea-kayakingAddo has
whales on a the area. tour.
St Lucia Wetland Park is the place to to spot endangered
of your best bets
whales on a sea-kayaking tour.
St Lucia Wetland Park is the place to
the wilderness. the wilderness.
5020; www.gametrac.co.za). Or try a canoe
increased the jumbo population from
black rhino or a loping pack of wild
safari with Muzi Pan Adventures (073-161
a decimated 11 to 300, and witnessing
dogs, the most endangered canine in
8189) in Greater St Lucia Wetlands Park.

destination.
these graceful creatures slowly reclaim
Africa. It’s also the place to be bold;
Suffering car-cabin fever? Take a two-hour
their territory is unnervingly moving.
tackle your fears and the terrain on
horse trail in Addo Elephant Park (the trail
one of the acclaimed wilderness Watching the wildlife on terra firma,
navigates lion-free terrain) or tackle one of
trails. Carrying your own gear and it’s easy to forget the abundance in
Kruger’s mountain-bike trails. In Hermanus,
the sky. Any trip to South Africa will
bathing from bucket showers at night,
Walker Bay Adventures (028-314 0925) puts
turn even the harshest sceptic into an
these treks vary from three to five
you in arms reach of migrating southern-right
amateur ornithologist, and the Greater
days and will plant you firmly in
whales on a sea-kayaking tour.
St Lucia Wetland Park is the place to
the wilderness.

SOLUTION: Lonely Planet first created an Insider’s Guide to South
Africa, exploring four differentiating travel themes identified as relevant
to the target. The guide was distributed through consumer events,
trade shows and travel agents, and Lonely Planet secured a promotion
with a major bookseller.

Based on the success of the guide, Lonely Planet went on to create a
microsite with more content, images, videos, podcasts and pdfs,
complemented by a campaign on www.lonelyplanet.com.

rESULT: Based on the success of the program targeting Australian
travelers, LP is now working with South African Tourism to roll it out in
the UK.


Mobile & iPhone
Lonely Planet is building its Mobile offering to enable travelers to
access LP’s trusted content anytime, anywhere.
• Lonely Planet launched downloadable Mobile City Guide and
Phrasebook Applications for a variety of platforms mid-2008
• Lonely Planet’s mobile site at m.lonelyplanet.com offers the best of
LP’s digital destination content and includes ‘What’s Around Me?’
functionality
• LP can develop co-branded and customized applications and
mobile sites for clients as well as license point of interest content for
mobile usage

Lonely Planet’s most visible success in the mobile playground are our
Audio Phrasebook Applications for Apple’s iPhone.
• Lonely Planet currently offers over 30 language combinations as
Audio Phrasebooks for the iPhone/iPod Touch with over 300,000
downloads so far.
• Our applications have been featured in major TV and print
advertising campaigns in the US, Canada, UK, Japan, France,
Germany and Australia and as also been included in both in-store
and online promotions with Apple. US Commercial example:
http://www.youtube.com/watch?v=cKcMvqT4ZQg


Thank you for taking the time to review our credentials. We would value the
opportunity to speak with you about your brand and objectives so that we
can create a customized solution to meet your needs.

Contact
LAINEY frANkS
Director of Client Solutions – The Americas
lainey.franks@lonelyplanet.com
(o) 510.250.6542
(m) 415.312.2825


Lonely Planet Marketing Solutions for 2010 Olympics

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