A Competitive Brand Edge

Travel TV delivers the goods

It's what every business most desires – a competitive edge over other brands in the markets in which it operates. That's what EuroSport received by working with Lonely Planet.

The need

EuroSport is the most widely available television channel in Europe, reaching over 250 million viewers in 54 countries. It provides a simultaneous broadcast in over 19 different languages making it the best sports programming accessible to virtually anyone in Europe. But how could they get across a local flavour when they broadcast the Australian Tennis Open?

Our advice

Lonely Planet TV produces quality television programming for both broadcast and licensing. After consulting with Lonely Planet, EuroSport realised that, off the back of our guidebook content, we had the knowledge to cover destinations as only Lonely Planet can. So they asked us for relevant content showing sports-mad Melbourne to its army of viewers during their coverage of the 2005 Australian Tennis Open.

The solution

Accordingly we organized for some of Melbourne's most prominent sporting identities to participate and filmed them in their hometown. We were therefore able to introduce EuroSport's viewers to Australia's sporting capital through the eyes of these home-grown celebrities via a new program we called Sport Traveller: Destination Melbourne. The show featured documentary-style footage that took the viewer into the everyday lives of some of Melbourne's most prominent athletes.

Results

The footage was shown during EuroSport's Australian Open coverage and proved a hugely popular hit among its sports-mad audience. The association with Lonely Planet made the show instantly recognisable and contributed to its overwhelming success.