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Lonely Planet Magazine & Sandals

George Lonely Planet

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Page 1: George Lonely Planet

Lonely Planet Magazine&

Sandals

Page 2: George Lonely Planet

Contents

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

Page 3: George Lonely Planet

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.

Page 4: George Lonely Planet

Magazine Overview & History

Page 5: George Lonely Planet

•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.

Page 6: George Lonely Planet

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

Page 7: George Lonely Planet

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

Page 8: George Lonely Planet

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

Page 9: George Lonely Planet

A magazine with shelf life and longevity

Page 10: George Lonely Planet

A beloved brand

ffss

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

Page 11: George Lonely Planet

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

Page 12: George Lonely Planet

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