Lonely Planet appoints Iris to handle global digital youth strategy

Lonely Planet, the travel guide publisher, has appointed Iris Worldwide to create an international youth strategy as it prepares to launch new digital products and services.

Lonely Planet: appoints Iris
Lonely Planet: appoints Iris

The account will be run out of Iris’ Australia office to service the Melbourne-based client, which manages its own marketing and digital strategy independently of its majority owner BBC Worldwide.

Iris won the business without a pitch and will be working with the publisher on a project-by-project basis, helping it to devise a multi-channel digital strategy.

As part of the brief, Iris will be tasked with delivering digital innovation for Lonely Planet, with the potential for developing campaigns around the new platforms.

Jason Shugg, head of product marketing and consumer insight at Lonely Planet, said: "We've identified Generation Y and Z as key audiences for us for future growth, so we need to make sure all our digital platforms are the best they can be."

BBC Worldwide bought a 75% stake in the Lonely Planet brand for £89m at the end of 2007.

It launched Lonely Planet magazine in the UK in 2009, which it licensed last year to Immediate Media to publish for the next five years.

Follow Sarah Shearman on Twitter @Shearmans

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Channel 4 expands interactive ads to mobile

Channel 4 expands interactive ads to mobile

Channel 4 has expanded its interactive ad formats to tablet and mobile devices.

Share
Media business rankings

Media business rankings

31 October: Havas Media wins Telefónica account.

Share
All eyes on the next billion smartphones

All eyes on the next billion smartphones

Big news from the Ig Nobel Prizes this year as one winner explains why banana skins are slippery.

Share

Get news by email