1. Lonely Planet Magazine
&
Sandals

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

3. 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.

4. Magazine Overview & History

5. •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.

6. 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

7. Our Product continued
Exceptional editorial environment
Lonely Planet Ethos meets BBC excellence
Stunning photography throughout
Monthly you can expect:
Inspiring features
Postcards: stunning travel photography from our readers
Insider tips: information from our readers as well as the experts
Budget savy ideas
Your travel questions answered
Essential pull out mini guides

8. 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.

9. A magazine with shelf life and longevity

10. A beloved brand
ffss
Outstanding range and depth of knowledge,
combined with first class insight of the locale
you work in.

11. 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

12. Proposed schedule
TV - 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 - £11,500
November - Full page front half gurantee - £6,000
December - DPS front half gurantee - £11,500