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

Twitter video: what marketers need to know

Twitter video: what marketers need to know

The roll-out of Twitter video is a positive move to further improve user experience, writes Andy Pringle, head of performance media, Performics UK, part of the ZenithOptimedia Group.

Share
'Too vague' Google forced to review data privacy policy

'Too vague' Google forced to review data privacy policy

The office of the Information Commissioner (ICO) has forced Google to review its privacy policy and improve the way it communicates to customers how it uses data.

Share
Tony Vickers service of thanksgiving on 23 February

Tony Vickers service of thanksgiving on 23 February

A service of thanksgiving for Tony Vickers, the former managing director of sales and marketing at BSkyB and sales chief at TV-am, will be held on Monday 23 February.

Share

Get news by email