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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.


PLANET CHILLCLIENT BEN & JERRYS AND REI


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.


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


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


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


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)


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.


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


WORLD WISECLIENT FOREIGN & COMMONWEALTH OFFICE (UK)


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.


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


JOHNNIE WALKER®

BLACK LABEL™

CLIENT 4Cx FOR DIAGEO HELLAS SA


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.


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.


CLIENT JAPAN AIRLINES JAPAN: AN INSIDER’S GUIDEFormat A6 Print run 10,000 units


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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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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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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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


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.


CLIENT SOLUTIONS CONTACTS


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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