Lonely Planet appoints new global online director

Lonely Planet has today announced Kelly Brough as its new global online director.

Reporting to Matt Goldberg, Lonely Planet’s CEO, Brough has joined the company in London and will relocate to Lonely Planet’s head office in Melbourne later this month.

“Brough is responsible for leading Lonely Planet’s online business which includes developing the strategy and delivering a proposition that supports and enhances the company’s aim to become the world’s leading travel media organisation. Accelerating the digital and online strategies will be core to that proposition.

Over the past year Lonely Planet has put a considerable effort into developing its online offering. Lonelyplanet.com was re-launched last year and recently won the Webby for Best Travel Site.

The website features Lonely Planet guidebook content, images, videos and maps covering over 8,000 destinations, as well as the ability to book, hotels, flights and a range of other services.

By combining its wealth of professionally authored travel content with emerging technologies – as well as increased contributions from the global travel community, LonelyPlanet.com provides a one-stop destination for travellers to discover, plan, book and share the best in travel.

Brough joins Lonely Planet from Allegran Online Dating, where she was CEO.

In this role she managed their offer across a portfolio of sites, leading the transition of loopylove.com and other Allegran online dating services from founder managed to corporate managed businesses.

While at Allegran Brough was responsible for building stronger marketing capabilities including search engine optimisation; developing an affiliate network; growing display advertising and establishing partnerships with the Daily Mail and General Trust’s web businesses. 

Brough has a strong strategic and commercial background having worked previously at Accenture, and AOL.

While at AOL she established Paid Services for the UK and grew this into a significantly profitable business. She also led the strategy on online customer experience where she developed propositions for AOL’s content channels and key advertising customers.

Goldberg says of the appointment: “Kelly brings to Lonely Planet a wealth of skills and experience which will further develop Lonely Planet’s online business.

“She understands the significant opportunity to become the definitive source of travel information, tools and services for consumers online and I’m thrilled to have her onboard as we transform Lonely Planet into a leading multi-platform media company for the 21st Century.”

Brough added: “I am delighted to take up this role at Lonely Planet. I look forward to building on the success of the website and other digital initiatives to deliver a really great experience that engages people and enables them to get to the heart of a destination wherever they are or want to go.”


More information:

* Lonely Planet

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