Lonely Planet seeks creative partner for its travel books business

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | January 20, 2012
The pitch is currently underway in Gurgaon.

Lonely Planet is currently looking for a creative partner for its travel guidebooks offering. The main business is handled out of Australia.


The pitch, which is currently underway in Gurgaon, had several agencies already in the fray for the account. The company spokesperson has confirmed the news to afaqs!.

It is learnt that the winning agency's immediate mandate will include work on the launch campaign for the official foray of Lonely Planet's travel books in India.

Mudra West already handles the creative duties for Lonely Planet's travel magazine business in India for more than a year now. In fact, besides Lonely Planet's magazine account, Mudra West also handles the creative duties for four other brands under the Worldwide Media umbrella. These include BBC GoodFood magazine, India's first international food magazine (the mandate was awarded in October last year), BBC TopGear's automotive magazine in India (the mandate was awarded in May last year), Filmfare, and Femina (both brands were won by the agency in 2009).

WWM is a joint venture between The Times Group and BBC Worldwide. Lonely Planet (the travel magazine) was launched in India on January 29, 2010.

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