Lonely Planet appoints Iffort as digital agency

The agency will work to roll out strategic community engagement and search engine optimisation programmes to position the guidebooks among the target audience.

Guidebook publisher Lonely Planet has appointed Noida-based agency Iffort as its digital partner. As a specialist agency, Iffort's role will extend to the full digital spectrum, including rolling out strategic community engagement and search engine optimisation programmes to position the guidebooks among the target audience in India.

Commenting on the win, Sunny Jindal, director, Iffort, says, "Iffort will handle the digital media strategy for Lonely Planet India, including suggesting specific ideas for target audience engagement on social media platforms like Facebook and Twitter."

He adds that over the months, the agency will use its domain experience to build on Lonely Planet India's growing reputation as an iconic travel brand and strengthen its community relationship.

Commenting on the development, Sesh Seshadri, general manager, Lonely Planet India, says, "Our content development team is engaged in creating relevant content for the Indian traveller and we see the importance of community building among Indian travellers. The appointment of Iffort will help us achieve this goal and will build a strong connection with the users of our content across delivery platforms, print and electronic."

For the record, Lonely Planet will launch a brand new series of travel guidebooks designed especially for the Indian traveller on September 12.