BBC Worldwide will use its global online advertising expertise to sell Lonely Planet’s online inventory around the world.
The new arrangement, which covers all territories aside from North America and Australia, follows the recent announcement that BBC Worldwide will manage the travel brand’s UK online sales. By adding lonelyplanet.com sales to its existing multi-platform portfolio, BBC Worldwide will be further enhancing its offering to global advertisers. lonelyplanet.com attracted 5.2m unique users in June 2009, a year on year rise of 21% (source Omniture).
Commented Chris Dobson, EVP and General Manager Global Advertising Sales, BBC Worldwide “The global digital sales workforce we have in place for BBC.com makes this a logical move for both companies. Adding a leading global travel information brand to the mix presents an excellent new avenue for our clients’ targeted campaigns.”
Troy Suda, Global Head of Emerging Online Business at Lonely Planet says: “Moving representation to BBC Worldwide in the majority of our markets is evidence of the synergies that are possible between BBC Worldwide and Lonely Planet. At Lonely Planet we are excited by the possibilities that BBC Worldwide representation can provide as a result of their expertise in digital display sales.”
Over the past year Lonely Planet has put a considerable effort into developing its online offering. lonelyplanet.com was re-launched last year and recently won the Best Travel Site of the Year in The Webby People’s Voice Awards. The website features Lonely Planet guidebook content, images, videos and maps covering over 8,000 destinations, as well as the ability to book, hotels, flights and a range of other services. By combining its wealth of professionally authored travel content with emerging technologies – as well as increased contributions from the global travel community, LonelyPlanet.com provides a one-stop destination for travellers to discover, plan, book and share the best in travel.
BBC Worldwide’s Global Advertising Sales team are currently responsible for international sales across BBC Worldwide Channels and BBC World News on TV, online with the BBC’s international ad funded website BBC.com and its corresponding international mobile site.