PARTNERSHIP MARKETING from around the world part 8

Lonely Planet and the Lee County Visitor & Convention Bureau (VCB) announced a first-of-its-kind strategic marketing partnership which is very simple and obvious and yet not done as much as you would think.
Lonely Planet, the world’s leading travel content provider, will create editorial guides across multiple channels–including print, digital, and mobile–to compliment the VCB’s promotional campaigns and expand its marketing reach. Lonely Planet will produce a customized printed guide for the destination, and a digital version will be posted online at www.fortmyers-sanibel.com. The partnership also includes development of a custom iPhone app, eight unique travel videos featuring Lonely Planet authors touring the region, a micro-site hosted by www.lonelyplanet.com, and advertising on both LonelyPlanet.com and the UK edition of Lonely Planet Magazine. The partnership enables the Lee County VCB to provide unique content, recommendations and information to visitors from a well-known and trusted travel guide source and respond effectively to consumers across all platforms.
“There’s no better global marketing partner for our destination than Lonely Planet. Their dedication to sustainability and responsible travel is directly in line with our commitment to protect and preserve our beaches and natural resources,” says Tamara Pigott, VCB executive director. “The audience for their content closely matches the profile of our visitors; we also have an opportunity to introduce our brand to a younger audience.” As long as VCB do indeed care about the environment in the way that they claim the brand endorsement from LP will work well. Why LP have chosen to do this with VCB as opposed to other counties in both America and the world is somewhat of a mystery but it’s quite a coup for VCB.