1. Beyond the Book The travel guide of the 3 rd millennium Rob Flynn Manager New Media robf@lonelyplanet.com www.lonelyplanet.com

2. Who is Lonely Planet? Founded 1974 Practical travel guides Community of travellers 500 titles $50 million

3. LP brand values Reliable Accurate Opinionated Unique and authentic travel Community focus

4. The ultimate travel companion Always accurate Personal advice Multiple perspectives Rich media Intelligent

5. Limitations of print Difficult & expensive to update Difficult & expensive to customise Limited aesthetic experience Portability Limited intelligence

6. Digital solutions Update in real time Customise at will Text, maps, illustrations, sound, video, interactivity Intelligence ‘Know as you go’

7. LP website Upgrades Destination mini-guides Thorn Tree Comet email newsletter

9. Thorn Tree Affinity/community By travellers for travellers Multiple perspectives Personal advice Real-time advice

11. eKno – comms toolkit Phone calls from 50 countries Web-based email Integrated two-way messaging Personalised travel content Travel vault

14. CitySync Wirefree - portability Regular updating Instant access – WAP Personalise Community feedback

16. CitySync

17. Dream Inspiration Thinking Planning Ordering Purchasing Travelling Experiencing Remembering Sharing Travel Cycle

18. Business models Advertising Licensing Transactions Affiliate programs Cost reductions Brand building Community building

19. Beyond the Book The travel guide of the 3 rd millennium Rob Flynn Manager New Media robf@lonelyplanet.com www.lonelyplanet.com