George Lonely Planet


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George Lonely Planet

  1. 1. Lonely Planet Magazine & Sandals
  2. 2. Contents •Meeting Objectives •Magazine Overview / History •The Product •Current Media Landscape •The Future
  3. 3. Sandals Objectives •Increase brand awareness •Increase bookings Q1 2010 •Press campaign to go live: October '09 •Target audience: AB 35-54 honeymooners •Salient environments: Television and two press titles will be used.
  4. 4. Magazine Overview & History
  5. 5. •Tony & Maureen Wheeler meet in Regents Park •1973, Across Asia On the cheap is first published in Sydney. The ethos behind the book and the company to this day is: "A beat up car, a few dollars in the pocket and a sense of adventure." •Lonely Planet starts publishing guidebooks, initially for Asia then covering the globe. •2007 - BBC Worldwide purchase a 75% stake in Lonely Planet. The Wheelers retain 25% share. •December 2008 - The first Lonely Planet Magazine is published by BBC Worldwide.
  6. 6. The Product "The magazine itself is fresh and different and like nothing else in the travel sector. It's a substantial read and feels like a cross between a travel title and National Geographic." * "It covers everything related to travel and foreign culture, from food to history, architecture to festivals. The emphasis throughout is on discovering new things or rediscovering places you thought you knew." * "A unique element of the publication is the volume and prominence of user generated content." * *Nick Vyas, Media Week
  7. 7. Our Product continued Exceptional editorial environment Lonely Planet Ethos meets BBC excellence Stunning photography throughout Monthly you can expect: Inspiring features Postcards: stunning travel photography from our readers Insider tips: information from our readers as well as the experts Budget savy ideas Your travel questions answered Essential pull out mini guides
  8. 8. Our audience 90% ABC 1 Average age - 44 Average household income - £46,858 Spend £2,860 per year on holidays 32 days per year holiday Initial circulation expected to be around the 40,000 mark.
  9. 9. A magazine with shelf life and longevity
  10. 10. A beloved brand ffss Outstanding range and depth of knowledge, combined with first class insight of the locale you work in.
  11. 11. Current Media Landscape •Many competitors in print and online •Lonely Planet Magazine stands alone within the marketplace •Not an offshoot from a national newspaper •Not aloof and un-obtainable for your target audience •A travel magazine not a lifestyle "I prefer to take my holiday off the beaten track" 183 * "I try to go somewhere different every time" 138 * *Premier TGi Survey for Conde Nast Traveller 2004
  12. 12. Proposed schedule TV - remains the same Print - Lonely Planet Magazine & The Sunday Times Travel Magazine By dropping CNT you can purchase three pages for their two Build frequency and reach a new audience who are at the heart of your target demographic Your clients stay at your resorts, today's travellers are becoming increasingly curious - we can cater for that curiosity October - DPS front half guranteed - £11,500 November - Full page front half gurantee - £6,000 December - DPS front half gurantee - £11,500