Lonely Planet and Tourism Australia Partner for 'There’s Nothing Like Australia' Campaign

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Lonely Planet sends author to capture one-of-a-kind Australian experiences to be featured in Tourism Australia marketing campaign

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Content based partnerships will only continue to grow in the American market. By leveraging Lonely Planet’s expertise, Tourism Australia will bring a unique and trusted voice to Americans.

Lonely Planet is pleased to announce a strategic marketing partnership with Tourism Australia as part of the “There’s Nothing Like Australia” campaign. In an effort to capture a greater share of the affluent international travel market, Tourism Australia has partnered with Lonely Planet to highlight “only in Australia” experiences utilizing the travel publisher’s unique and highly regarded content.

Lonely Planet, the world’s leading travel content provider, has produced five video vignettes, starring travel writer John Vlahides, in which he explores Australia, interacts with locals and uncovers the best ‘only in Australia’ experiences. These videos showcase the Great Barrier Reef, Sydney and the Blue Mountains, Tasmania’s Bruny Island, South Australia’s Kangaroo Island, and Uluru. They are featured online at LonelyPlanet.com and BBC.com, and across popular BBC America programming including Top Gear and Planet Earth. A consumer sweepstakes will also be hosted on LonelyPlanet.com with $1,000 worth of Lonely Planet books available as prizes.

Nature, journeys and welcoming people feature prominently in Tourism Australia’s There’s Nothing Like Australia campaign, which is being showcased extensively in TV, print and online media. The campaign, directed at Americans, highlights unique travel experiences only found in Australia including diving the Great Barrier Reef, star gazing at the Sounds of Silence dinner at Uluru and wildlife spotting on Australia’s nature haven, Kangaroo Island.

“We chose Lonely Planet as our content partner as no other travel publisher knows Australia like Lonely Planet,” says Daryl Hudson, VP Tourism Australia, The Americas. “Lonely Planet was founded in Australia 40 years ago and has been covering the continent ever since. Along with their strong brand and dedicated audience in America, we know they will be highly effective in engaging with our target audience.”

“We are honored that Tourism Australia chose us as a strategic partner for ‘There’s Nothing Like Australia’,” says Lonely Planet Executive Vice President John Boris. “Content based partnerships will only continue to grow in the American market. By leveraging Lonely Planet’s expertise, Tourism Australia will bring a unique and trusted voice to Americans. And by utilizing Lonely Planet and BBC Worldwide channels, they will be able to reach those travelers seeking high-quality travel information about Australia for their own vacation experience.”

The microsite with videos became live on February 15th, 2012 and can be visited at http://www.lonelyplanet.com/visitaustralia.

About Lonely Planet
Established in 1973, Lonely Planet knows travel. As the world’s leading travel content provider, we enable curious people to experience the world and get to the heart of a place. Lonely Planet’s content is available across all platforms including our trailblazing guidebooks, an award-winning website, innovative mobile apps, enhanced ebooks, and television programming. Lonely Planet has a devoted audience and community that value its unmatched range of global travel coverage. With operations in Melbourne, London and Oakland, CA, the company employs over 400 staff worldwide and a team of over 200 expert authors. Lonely Planet is a wholly owned subsidiary of BBC Worldwide. For more information about Lonely Planet, visit http://www.lonelyplanet.com.

Our Client Solutions Team works with leading brands to provide inspirational digital travel content, tailored print publications, custom mobile applications and integrated online marketing campaigns. Find out more about our Client Solutions group at http://www.lonelyplanet.biz.

About Tourism Australia
Tourism Australia is the Australian Government agency responsible for promoting Australia to the world as a destination for business and leisure travel. Tourism Australia’s purpose is to increase the economic benefits to Australia of tourism, seeking to grow the overnight expenditure generated by tourism to as much as $140 billion by 2020. The organisation is active in around 30 key markets, including Australia, where it aims to grow demand for the destination’s tourism experiences by promoting the unique attributes which will entice people to visit. Tourism Australia’s activities include advertising, public relations and media programs, trade shows and programs for the tourism industry, consumer promotions, online communications and consumer research.

For more information visit http://www.tourism.australia.com

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