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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
ffss
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
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