George Lonely Planet

Lonely Planet Magazine&

Sandals

Contents

•Meeting Objectives•Magazine Overview / History•The Product•Current Media Landscape•The Future

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.

Magazine Overview & History

•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.

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

Our Product continuedExceptional editorial environment

Lonely Planet Ethos meets BBC excellence

Stunning photography throughout

Monthly you can expect:

Inspiring featuresPostcards: stunning travel photography from our readersInsider tips: information from our readers as well as the expertsBudget savy ideasYour travel questions answeredEssential pull out mini guides

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.

Awaiting first full ABC audit

A magazine with shelf life and longevity

A beloved brand

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Outstanding range and depth of knowledge,combined with first class insight of the locale you work in.

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

Proposed scheduleTV - 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 - £11,500November - Full page front half gurantee - £6,000December - DPS front half gurantee - £11,500