Global social network strategy

Brief

Lonely Planet wanted to position its brand to:

• engage a new audience of 16 – 18 year olds in the UK
• use the name ‘Undiscovered Planet’ with travel as a central theme, but including a lifestyle element to address the fact that the audience was unlikely to have travelled independently
• appeal to ‘savvy, hard-to-please trendsetters’ with a high level of influence, in parallel with Lonely Planet’s traditional audience of older, more seasoned travellers

Red Ant strategy

• Analyse target audience to assess best methods for engagement
• Develop a creative treatment that is consistent with branding but sets Undiscovered Planet apart, in line with audience requirements
• Focus on methods which allow users to explore and engage
• Provide Lonely Planet with plenty of scope for future development and growth

Tactics

• Leverage the existing audience of 16 – 18 year olds in their own space, on social networks
• Create an application on Facebook to engage the current audience and encourage seeding through the platform

Results

• New Media Age campaign of the month