How Lonely Planet Grew its Magazine Brand to Millions on Issuu
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Issuu Case Study: Lonely Planet
About Lonely Planet Lonely Planet is the largest global travel media company that publishes expert travel tips in guidebooks, magazines, mobile apps and other digital media platforms. Lonely Planet magazine (US) publishes original travel ideas, in-depth articles, food, drink and travel news, plus tips from a worldwide network of travel experts. The award-winning magazine is published four times a year and includes the popular “Best in Travel” and “Best in the U.S.” editions.
Issuu Case Study: Lonely Planet
Challenges • Establishing a name and brand for Lonely Planet’s magazine in a space where their guidebooks are more well known • Growing both global and national awareness of the magazine • Distributing the magazine to audiences who prefer a digital experience over print
Goals • Editorial excellence • Growth in readership • Enhanced brand awareness
Issuu Case Study: Lonely Planet
“Issuu completely exceeded our expectations by giving us millions of impressions to new audiences that generated awareness and followers of our magazine.� Scott Toncray Operations Manager
Issuu Case Study: Lonely Planet
Why Issuu? When they first launched their magazine,
statistics on Issuu to track which stories
the team at Lonely Planet was looking for
are being read and how long people are
a platform that was widely distributed,
spending on different editions, as well as
easy to share on social media and cost-ef-
the stories inside. Issuu has significantly
fective. The most important feature they
improved Lonely Planet magazine’s brand
wanted was the ability to easily embed
awareness and helped them reach an
their content onto existing pages of their
audience of millions.
website. Issuu fit the bill for all of these requirements — and more.
“We launched a print travel magazine as part of Lonely Planet’s strategy to offer
“We chose Issuu because it was the solution
our trusted content on every platform the
we needed to easily share and embed our
modern traveler is on,” says Toncray. “This
digital magazine, and to be shared by our
summer, we’re giving it a fresh new look
audience to their communities,” says Scott
and also using Stories to show readers
Toncray, Operations Manager at Lonely
focused glimpses at what’s inside each
Planet. According to Toncray, Issuu’s
magazine. With Issuu Stories, we hope to
embed feature saves them time and
recreate the magazine experience and
creates a pleasant user experience. Issuu
the inspiration it offers digitally, as well
also makes it easy to upload, measure
as track engagement in real time to get to
and share the magazine online to a variety
know our readers better.”
of audiences. Their team uses real-time
Results • Gained 85,000+ circulation and 2.5 million+ impressions in less than one year, on a magazine that was virtually unknown before they began using Issuu • Increased brand awareness and easy discovery for people across the globe that are interested in the U.S. version of the magazine • Useful, real-time statistics to see what readers are most interested in • An engaging platform that has created many introductions to the Lonely Planet brand that may not have been afforded otherwise
Issuu Case Study: Lonely Planet
Connecting content to people.