MEDIA KIT November 2011

1. MEDIA KIT November2011 ADVENTURE LUXURY CULTURE UNUSUAL JOURNEYS

2. ABOUT Inside the Travel Lab is an award-winning travel blog that coversthe art and science of unusual journeys. It is regularly described as one of the best in the world. Written by journalist and photographer Abigail King, one of the leading figures in the UK for new travel media, Inside the Travel Lab explores adventure, luxury and culture across the globe. Above all, it focuses on excellence, and is aimed at the adventurous, thoughtful traveller. Unusual Journeys Adventure Luxury Culture

3. Quality writing Great photographs Inspiring video Useful reviews Interactive approach Social media Make Me ThinkMake Me SmileInspire MeTempt Me Show Me Message: Travel Inspiration You don’t need to give up luxury to taste adventure, you don’t need to stop thinking to feel that adrenaline buzz, and you don’t need to go backpacking to get off the beaten track. Travel can make the world a better place.

4. ABOUT THE AUTHOR Ajournalist and photographer who swapped a career as a hospital doctor for a life on the road. Abigail King is an experienced journalist and photographer who works with both print and online media. She has circled the globe twice, camped in the snows of Kilimanjaro and Patagonia and tracked down tigers, turtles and panda bears. She’s then had a hot shower and embraced the city life of New York, Rio, Paris and Tokyo. She has interviewed Michelin-starred chefs, Formula One Race Engineers, aid workers, ministers, Tlingit elders and plenty of people on the street. Her work has appeared in Lonely Planet, the BBC, CNN, National Geographic’s Intelligent Travel, National Geographic Traveler, France Today, Red Magazineandmore. She’s also written countless city and regional guides. www.abigailking.co.uk

5. RANKINGS “One of the best travel blogs in the world.” Lonely Planet RANKED AS ONE OF THE BEST BY: AWARDS Best Travel Writing on a Blog – TBU Conference, Innsbruck Finalist for the British Travel Press Awards 2011 Google US Lonely Planet Google UK TravelPod Wikio Invesp Konector Tripbase Visit Britain Cision

6. NEWSPAPERS The Travel Trade Gazette La Voce del Serchio IN THE PRESS ON TELEVISION The Opinions of Bloggers – TV3 Skydiving on the Midday News –RTVE Bloggers at Formula One - Minube TV PUBLIC SPEAKING TBU Innsbruck Turismo Asturias World Travel Market MAGAZINES BBC Travel Lonely Planet The Huffington Post National Geographic’s Intelligent Travel

7. STATISTICS November 2011 SOCIAL MEDIA Twitter – Over 9000 followers 50 Tweets reach 169000 people, with 255 811 impressions on Twitter – Tweetreach* Facebook – Over 750 fans Google+ - In over 500 circles Klout Score* – 56 Peer Index *- 52 RSS Subscribers – Over 450 TRAFFIC Syndicated with Lonely Planet ( > 4 million views/month) UK articles syndicated with Visit Britain ( > 100 000 views/month) Direct (Google Analytics*) 44 000 page views/month; 35000 unique visitors Direct (TeqPad*) 10689 page views/day Alexa – 79 000 Google PR – 4 *New to the terminology? Find a full glossary at the end...

8. DEMOGRAPHICS 48% visit for travel inspiration 30% feel inspired to visit a destination after reading 65% continue to think about a destination after reading • 1) USA • 2) UK • 3) Canada • 4) Spain • 5) Australia Data from Google Analytics, Facebook & direct surveys Equal male: female Age 25 – 55 Mostly childless Highly educated Travel more than 3 x/year

9. HOW YOU CAN BENEFIT REACH A TARGETED, ENGAGED AUDIENCE Readers are interested in travel and keen to be inspired. They trust the material and already have a high level of interest in the topic under discussion. REACH THEM TODAY Rather than waiting 6-18 months for information to appear in print, blogging and social media reaches people immediately. CREATE A LONG TERM ASSET Online information has a longevity that print cannot match. Articles on Inside the Travel Lab will continue to grow in popularity over the years and continue to serve as useful reference material. BOOST YOUR OWN WEBSITE’S PERFORMANCE High quality, relevant links from high quality, relevant websites are a major factor in search engine results. DON’T GET LEFT BEHIND “New” media is no longer new...

10. NEW MEDIA IS NO LONGER NEW People spend more time online than watching television1 77% of internet users read blogs regularly3 Social networks and blogs are the most popular online category4 The average time spent on Facebook and Twitter increased by 699% and 3712%, respectively in 20094

11. EDITORIAL POLICY Inside the Travel Lab has very strict editorial policies based on respect, honesty and responsibility towards both readers and partners. All content always remains independent. However, Inside the Travel Lab seeks to engage with partners whose values and experiences align with their own in order to establish a mutually beneficial relationship. Inside the Travel Lab is atthe cutting edge of digital media. Discuss innovative ideas for your brand now.

12. CONTACT Connect your brand with an audience that cares Discuss what Inside the Travel Lab can offer you Contact Susannah Forbes at contact@silverfootprint.co.uk Telephone calls can be arranged on request

13. GLOSSARY Teqpad – Manchester-based search metrics Tweetreach– Measures the number of people’s twitter streams a tweet reaches, and how many opportunities there were for someone to read the tweet (impressions.) REFERENCES 1 - Ipsos Reid 2 - Facebook 3 - FutureBuzz 4 - Nielsen Report 5 - Age UK Report 6 - Digital Surgeons Alexa – Estimates traffic by monitoring the web activity of a sample of users. Similar to television audience estimates. The lower the number, the more traffic Google Analytics - generally regarded as the most stringent measure of website traffic. Klout– Scores online influence in social media using metrics from Twitter, Facebook, YouTube & more Peer Index - Scores online influence in social media using metrics from Twitter, Facebook, LinkedIn & more RSS Subscribers – People who subscribe through RSS (a delivery method for online content)