Lonely Planet, the brand synonymous with independent travel for decades with its vast range of globally recognised guidebooks, is to take advertising on its website for the first time .
The announcement follows a two-way pitch between online sales houses Unanimus and Ad-2-One to handle all advertising, email sponsorship and ad-funded content on Lonelyplanet.com.
Ad-2-One emerged victorious from the pitch and is expected to place ads on the site in the coming weeks.
The site has already warned users of the move with a series of skyscraper ad slots featuring slogans including “It will only feel strange for a second”, “Don’t worry. No-one will notice” and “Relax. This won’t hurt a bit”.
Expansion and the launch of new initiatives on the site to grab new users and retain its loyal base are behind the move, Lonely Planet said this week.
Global eCommerce Manager at Lonely Planet, Cameron Holland, said: “Ad 2-One are global players and their business approach and philosophy reassured us that Lonely Planet advertising sales would be handled with the care and understanding that this established and much-loved brand deserves.”
Director at Ad 2-One, Julian Miall, said “You would be hard-pushed to find a more trusted, reputable and independent web site, and we’re delighted that Lonely Planet felt ad 2-one was the right company to develop this significant new revenue stream for the company.”
Rival guidebook publisher Rough Guides carries advertising on its website and also includes links from Google in some pages.