Since 1973, Lonely Planet has helped travellers discover, plan and book their perfect trip. With the idea of wanting to share our love for travel and the planet with the next generation of explorers, the Lonely Planet Kids sub-brand was born.
With a new range of exciting kids titles available, we were given the task to establish an online presence and digital launch for the new sub-brand. The launch involved the development of a new website (www.lonelyplanetkids.com) which included functionality for both parents and kids including the ability to peek inside (and buy) the new books, download teaching packs and activity sheets, download the World Atlas app, watch videos, and meet the authors and illustrators who worked on the books (and more).
The go-to-market communications plan included; online media (PPC & video), social media, academic partnerships, influencer outreach, CRM and PR.
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