George Lonely Planet

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  • 1. Lonely Planet Magazine & Sandals
  • 2. Contents •Meeting Objectives •Magazine Overview / History •The Product •Current Media Landscape •The Future
  • 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. Magazine Overview & History
  • 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. 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. 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. 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. A magazine with shelf life and longevity
  • 10. A beloved brand ffss Outstanding range and depth of knowledge, combined with first class insight of the locale you work in.
  • 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. 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