Brand Awareness

How to make more people aware of your brand

Many businesses face real difficulties in standing out from the pack. There's a lot of noise in today’s crowded marketplace and a constant question from Brand Managers is How do we make ourselves heard? We find that all sorts of companies are answering that question by working with Lonely Planet and leveraging our brand equity to create and build awareness. These range from travel-related brands such as Visit Britain, Korea Tourism, Tourism Australia, InterContinental Hotel Groups, Japan Airlines, South Africa Tourism and Qantas, through to consumer brands such as LG, Mercedes, Johnnie Walker, Foster's and many more.

The need

LG’s objective was to get the LG brand in front of as many new customers as possible, in a way which people would value and literally keep with them.

Our advice

Lonely Planet knows the value of exciting destination information when it is placed in the right hands at the right moment. For people heading to a major event, such as the World Cup in Germany 2006, this information is crucial. Our advice to LG was to brand a dedicated guide to the 12 German cities which played host to the matches. Such a guide would have premium value for all the visitors to these cities, so it would be bound to stay with them.

The solution

The LG Best of Germany guidebook was produced, covering best places to see, eat, drink, shop, and how to get around in all the cities. The guide was distributed free of charge into leading hotels in all the cities, such as Hilton, Hyatt etc. Guests checking in found an invaluable source of information for the duration of their stay, brought to them by LG and by the travel brand they trust – Lonely Planet. The guide also carried ads for LG products.

Results

Literally thousands of people have been seen across all 12 German cities throughout the World Cup, carrying their LG Best of Germany guide. Many of these visitors will also take the guide home with them as a souvenir of one of the most memorable events in their lives. LG will go home with them. No other marketing campaign would have such effective presence and long-term impact. The result reflects the maxim that giving people genuine value will always win against ‘more of the same’.