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Beyond the Book

Beyond the Book. The travel guide of the 3 rd millennium Rob Flynn Manager New Media robf@lonelyplanet.com www.lonelyplanet.com. Who is Lonely Planet?. Founded 1974 Practical travel guides Community of travellers 500 titles $50 million. LP brand values. Reliable Accurate

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Beyond the Book

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  1. Beyond the Book The travel guide ofthe 3rd millennium Rob Flynn Manager New Media robf@lonelyplanet.com www.lonelyplanet.com

  2. Who is Lonely Planet? • Founded 1974 • Practical travel guides • Community of travellers • 500 titles • $50 million

  3. LP brand values • Reliable • Accurate • Opinionated • Unique and authentic travel • Community focus

  4. The ultimatetravel companion • Always accurate • Personal advice • Multiple perspectives • Rich media • Intelligent

  5. Limitations of print • Difficult & expensive to update • Difficult & expensive to customise • Limited aesthetic experience • Portability • Limited intelligence

  6. Digital solutions • Update in real time • Customise at will • Text, maps, illustrations, sound, video, interactivity • Intelligence • ‘Know as you go’

  7. LP website • Upgrades • Destination mini-guides • Thorn Tree • Comet email newsletter

  8. Thorn Tree • Affinity/community • By travellers for travellers • Multiple perspectives • Personal advice • Real-time advice

  9. eKno – comms toolkit • Phone calls from 50 countries • Web-based email • Integrated two-way messaging • Personalised travel content • Travel vault

  10. CitySync • Wirefree - portability • Regular updating • Instant access – WAP • Personalise • Community feedback

  11. CitySync

  12. Thinking Planning $ Ordering Purchasing $ TravelCycle Dream Inspiration $ Travelling Experiencing $ Remembering Sharing $

  13. Business models • Advertising • Licensing • Transactions • Affiliate programs • Cost reductions • Brand building • Community building

  14. Beyond the Book The travel guide ofthe 3rd millennium Rob Flynn Manager New Media robf@lonelyplanet.com www.lonelyplanet.com

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