The need

Optus is a leader in integrated communications in the Australian marketplace, serving more than six million customers each day by providing a broad range of communication services. They realise that one of the main times that people require their services is when they're travelling – but how do they reach those people at a time they're thinking about staying in touch?

Our advice

In an era of mobile technology Lonely Planet knows all too well the importance of moving with the times. Our customers travel for all sorts of reasons – whether students on a year-long exploration of the globe or business travellers sent at short notice to an office on the other side of the world… but one thing they all have in common is the need to stay in touch while they're away. In speaking with Optus, we recognised an opportunity for both organisations and their customers to benefit immediately from an association.

The solution

As Lonely Planet has the capability to tailor content for clients across various media, print or digital, we reached an agreement with Optus Mobile to participate in a content partnership and re-badge an existing product that we now call CityPicks.

CityPicks became a downloadable city guide for java-enabled phones, accessible only via the Optus Zoo mobile content portal. The guides are a great addition to the Optus Zoo suite of services and products, specifically servicing time poor travellers.

Featuring at least 50 recommendations per city, CityPicks takes the hard work out of tracking down the best restaurants, bars, nightlife, shops and hotels wherever you go, by making them immediately accessible on your mobile phone.

Results

CityPicks has been an instant success for both Lonely Planet and Optus and the grateful customers of both organisations.