Travel Guide publisher Lonely Planet has signed up for its first-ever TV sponsorship. A subsidiary of BBC Worldwide, Lonely Planet is supporting the Adventure & Exploration strand on UKTV-owned factual channel Eden.
The deal, which runs for six months, gives Lonely Planet twice-daily exposure around shows like Michael Palin’s New Europe and A Year In Tibet. However there are also activities planned for other platforms. Ideas on the table include exclusive online content from Lonely Planet for Eden’s website; ad space in Lonely Planet Magazine for Eden and an Eden microsite on the Lonely Planet website.
The sponsorship deal coincides with a rebrand for UKTV channel – to Eden from UKTV Documentary. UKTV is 50% owned by BBC Worldwide – which means it is, in effect, a sister to Lonely Planet (75% owned by BBCW).