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Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
Lonely Planet Client Solutions - Vancouver 2010
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Lonely Planet Client Solutions - Vancouver 2010

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Lonely Planet Client Solutions develops customized solutions to meet our clients' needs by leveraging our rich and engaging travel content as well as our brand and loyal consumers. This presentation …

Lonely Planet Client Solutions develops customized solutions to meet our clients' needs by leveraging our rich and engaging travel content as well as our brand and loyal consumers. This presentation features our credentials, particularly as they relate to opportunities around the Vancouver 2010 Olympics.

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  • 1. LONELY PLANET CLIENT SOLUTIONS Co-Branded Marketing Media XXI Olympic Winter Games & X Paralympic Winter Games February-March 2010, Vancouver, BC
  • 2. 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
  • 3. 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 Lonely Planet Client Solutions | www.lonelyplanet.biz
  • 4. 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 Client Solutions | www.lonelyplanet.biz
  • 5. 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 Client Solutions | www.lonelyplanet.biz
  • 6. 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 Client Solutions | www.lonelyplanet.biz
  • 7. 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. Lonely Planet Client Solutions | www.lonelyplanet.biz
  • 8. 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 Client Solutions | www.lonelyplanet.biz
  • 9. LONELY PLANET CLIENTS Lonely Planet Client Solutions | www.lonelyplanet.biz
  • 10. 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 Lonely Planet Client Solutions | www.lonelyplanet.biz
  • 11. 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/ Lonely Planet Client Solutions | www.lonelyplanet.biz
  • 12. 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. Lonely Planet Client Solutions | www.lonelyplanet.biz
  • 13. 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. Lonely Planet Client Solutions | www.lonelyplanet.biz
  • 14. 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 Lonely Planet Client Solutions | www.lonelyplanet.biz
  • 15. “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. Lonely Planet Client Solutions | www.lonelyplanet.biz
  • 16. 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 Lonely Planet Client Solutions | www.lonelyplanet.biz
  • 17. Lonely Planet Client Solutions | www.lonelyplanet.biz
  • 18. 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 Client Solutions | www.lonelyplanet.biz

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