Lonely Planet

The Lonely Planet accessories brand dominated the media for the three months prior to Christmas a result of WordStorm PR’s targeted pitching.

Lonely Planet is the world’s most successful travel publisher who have now launched its own range of travel accessories. The range features over 50 products that assist in creating a comfortable, secure and convenient travelling experience.

In a very short timeframe, WordStorm PR secured 170 editorial pieces for the Lonely Planet range of accessories. We targeted journalists compiling Christmas Gift Guides to garner the maximum amount of coverage during this period. The total reach of the media coverage was 41.8 million and the average quality score was 9.3 out of 10.

We secured media coverage in a number of prominent publications and media outlets including Sunday Telegraph, Herald Sun, Canberra Weekly, The Age, Sydney Morning Herald, Brisbane Times, Sun Herald, body + soul, and OH! Magazine.

“Lonely Planet has always been a brand I wanted to work with – something on my bucket list. This campaign allowed one of my dreams to come true and what made it so satisfying was to see the campaign go so well. Within two months we had secured over 150 pieces of coverage on Lonely Planet Travel accessories. We couldn’t have asked for a better result. We timed it well to coincide with Christmas gift guides which was successful.”

Rochelle Blanch

WordStorm PR

Client: Lonely Planet
Location: Australia
Date: September 21, 2017
Category: Technology