The need

New York University (NYU) is one of the largest private universities in the United States and comprises 14 schools and colleges in six major centres in Manhattan, New York. Their Study Abroad program is one of the largest in the United States, offering enrolled students the chance to study at the same level of higher education in top destinations worldwide. What they needed was to prepare students pre-arrival and to ensure that they optimised their time while in their Study Abroad destination of choice.

Our advice

Lonely Planet recommended that NYU turn to our Best Of series to help achieve their goals. We’re the largest independent travel guidebook publisher in the world, producing over 600 titles ranging from budget-based shoestring guides for a college audience to experience-based city guides for more experienced travellers. Our Best Of guides serve as the ultimate pocket guide and map offering cool, smart and contemporary coverage to city visitors… the ideal solution for NYU's Study Abroad students.

The solution

Every student who enrolls in the NYU Study Abroad program each semester is now given a Lonely Planet Best Of guidebook to take with them… appropriately branded with "Courtesy of NYU" stickers on the front cover of course. The book is seen as a value-add to a life-changing experience and ensures students have a feel for their choice of study destination ahead of time. And once hard at work, they don't have to waste valuable study time finding out about the new city in which they find themselves… it's all contained in the book.

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Results

New York University has been very happy with the response from students to Lonely Planet’s Best Of guides. The stickers are applied by Lonely Planet prior to delivery and provide a cost-effective way for NYU to brand itself alongside Lonely Planet while offering students a real value-add. NYU and Lonely Planet continue to work together on this beneficial partnership.