GoPro is the global launch sponsor of the platform, which offers unique, engaging travel content curated by Lonely Planet’s global editorial and production teams.
The platform has launched with two hours of short-form video content, composed of 60 pieces of two-minute videos, and will roll out 30 minutes of new content each week. Launch channels include Adventure, Arts & Culture, Explore Every Day, Beaches and Food & Drink, with an additional category, Journeys, coming in a few weeks. High-resolution video shot by Lonely Planet’s in-house production team illustrates the brand’s expertise across a range of topics, including an editor’s recent trip to the Maldives, a spotlight on East Iceland, and a peek into discovering Mexico’s secret swimming holes.
"Lonely Planet Video enables us to offer a curated experience where people can explore global travel every day,” said Daniel Houghton, CEO of Lonely Planet. “With nearly 45 years of expert travel content, Lonely Planet Video will offer another way for consumers to understand destinations as part of our multimedia experience from the world’s best-loved travel brand. We’re excited to launch with GoPro as the sponsor as they make the perfect partner for consumers to appreciate the power of video for capturing travel moments."
Prior to launch, Lonely Planet introduced videos on its Destination pages, which resulted in a 400% increase in time spent on lonelyplanet.com and more than one million minutes of video content viewed.
The launch collaboration with GoPro includes full integration into the video platform, and a series of six exclusive videos shot by Lonely Planet’s team with GoPro cameras in Thailand, which will launch on 1 May 2017.
Lonely Planet’s video platform is part of the company's vision to evolve the iconic travel guide business into an innovative multimedia travel hub. The announcement follows the redesign and refreshed user experience of Lonely Planet’s website, as well as the January 2016 launch of Guides (lonelyplanet.com/guides), a free city guide app offering targeted, expert recommendations for the mobile-first traveller.