Beyond the Book
description
Transcript of Beyond the Book
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Beyond the Book
The travel guide ofthe 3rd millennium
Rob FlynnManager New Media
www.lonelyplanet.com
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Who is Lonely Planet?
• Founded 1974• Practical travel guides• Community of travellers• 500 titles• $50 million
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LP brand values
• Reliable• Accurate• Opinionated• Unique and authentic travel• Community focus
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The ultimatetravel companion
• Always accurate• Personal advice• Multiple perspectives• Rich media• Intelligent
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Limitations of print
• Difficult & expensive to update• Difficult & expensive to
customise• Limited aesthetic experience• Portability• Limited intelligence
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Digital solutions
• Update in real time• Customise at will• Text, maps, illustrations,
sound, video, interactivity• Intelligence• ‘Know as you go’
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LP website
• Upgrades• Destination mini-guides• Thorn Tree• Comet email newsletter
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Thorn Tree
• Affinity/community• By travellers for travellers• Multiple perspectives• Personal advice• Real-time advice
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eKno – comms toolkit
• Phone calls from 50 countries• Web-based email• Integrated two-way
messaging• Personalised travel content• Travel vault
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CitySync
• Wirefree - portability• Regular updating• Instant access – WAP• Personalise• Community feedback
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CitySync
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Dream
Inspiration
Thinking
Planning Ordering
Purchasing
Travelling
Experiencing
Remembering
Sharing
TravelCycle
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Business models
• Advertising• Licensing• Transactions• Affiliate programs• Cost reductions• Brand building• Community building
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Beyond the Book
The travel guide ofthe 3rd millennium
Rob FlynnManager New Media
www.lonelyplanet.com