Experiential agency e2 concept has kicked off a new campaign to mark the 40th anniversary for Lonely Planet.
The campaign, which will see travellers share their travel stories, will also be used by Lonely Planet in the United Kingdom, Asia and the United States.
Running across point-of-sale materials, in-store displays, guide books and consumer collateral, the dynamic marketing campaign captures the heart and soul of the brand and encourages consumers to celebrate personal travel experiences with Lonely Planet from the past 40 years.
The promotion gives anyone purchasing a Lonely Planet title the chance to ‘share their travel stories’ through promotional stickers directing them to lonelyplanet.com/shareyourtravelstory.
Consumers who share their story on the website will receive a free Lonely Planet t-shirt personalised with their own unique experience. The writer of the best travel story as voted by Lonely Planet wins a $10,000 Flight Centre travel voucher. There is a prize to be won in Australia and New Zealand.
Supported in-store through point of sale, a colourful and measureable narrative evolved across the retail network and in above the line channels.
“Having commenced its life on a kitchen table in Melbourne in 1973, Lonely Planet is now the world’s number one guidebook publisher and has sold over 100 million books globally. Lonely Planet’s 40th Birthday campaign allows our travellers to celebrate this milestone by sharing their inspirational, motivating, funny and often humbling experiences whilst they’ve been exploring the world. This campaign goes right to the heart of Lonely Planet’s core value – to assist people in creating amazing travel experiences,” said Chris Zeiher, Asia Pacific sales and marketing director, Lonely Planet.