Lonely Planet has launched a new guidebook series that it claims will draw a new consumer demographic to the brand, ahead of a magazine launch.
As reported in B&T the travel guide company said its new Discover series, which has already launched in Italy, Japan, Thailand, France and Spain, will broaden the brand's appeal.
Lonely Planet said the Discover series, a smaller, highlights based book, will appeal to people who like to travel but are inexperienced and ‘empty nesters' who are looking for new destinations.
The launch precedes the extension of Lonely Planet's magazine to Australia. The magazine is already available in several other counties, including the UK, with the company saying it will be rolled out in Australia "within a year".
Lonely Planet is also increasing its digital presence, adding to its website and launching applications for the iPhone.
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