issued February 2005

Lonely Planet ranked fifth most powerful brand in Asia Pacific

Lonely Planet has been voted the 5 th most powerful brand in the Asia-Pacific region in Brandchannel.com’s 2004 Readers Choice Awards for Brand of the Year.

For more than 30 years Lonely Planet has set the benchmark for accurate, up-to-date travel advice and its products have accompanied millions of travellers on their journeys worldwide.

“Lonely Planet is synonymous with travel, adventure and accuracy. We have covered the world and built a loyal and discerning consumer base,” said Adrian Campbell , Lonely Planet’s Sales and Marketing Manager, Australia and Asia Pacific.

Brandchannel.com’s 2004 Readers Choice Awards for Brand of the Year received 8,098 votes from 75 countries, in recognition of the brands which most impact our lives. “Lonely Planet’s strength globally, comes from a commitment to inspire travel and make it a lifestyle choice,” said Campbell .

Lonely Planet’s Brandchannel.com ranking has now risen to its highest ever, from 6 th in 2003 to 5 th in 2004.

The Asia Pacific region has provided Lonely Planet with a solid platform from which to grow. From the first guidebook, written on a kitchen table and collated by hand, Lonely Planet has become the world’s most successful travel media company. Lonely Planet guidebooks are published in 17 languages including Japanese and Korean.

In response to the recent Indian Ocean tsunami, Lonely Planet, in addition to committing AUD$500,000 in financial aid, is updating its website content on tsunami affected regions and appealing to the community to continue travelling. “The tourist’s dollar is a direct injection into the local economy,” reiterates Campbell .

In its report, Brandchannel.com said that quality travel information could have a powerful effect on people’s emotions: “Feeling well led when encountering the unknown cannot be underestimated and can lead to lifelong brand loyalty.”

Now more than just guidebooks, Lonely Planet connects with its global traveller community via its award-winning website, LonelyPlanet.com, which receives around two million unique visitors per month, and Lonely Planet’s online traveller forum The Thorn Tree.