Lonely Planet signs first TV sponsorship

Lonely Planet, the global travel information provider, will sponsor a strand on rebranded factual channel Eden, owned by UKTV. The deal marks Lonely Planet’s first UK TV sponsorship.

The sponsorship, which covers the channel’s Adventure & Exploration strand, will mark Eden’s rebrand from UKTV Documentary on January 26.

The Adventure & Exploration strand will run seven days a week between 10am and 11am and 11pm to midnight from launch. Programming will include Equator, Palin’s New Europe and A Year In Tibet.

The deal, which will run for six months, includes exclusive online content written by Lonely Planet travel editor Tom Hall for Eden’s website; advertising and advertorial space in Lonely Planet Magazine; “Eden receommends” bookmarks attached to Lonely Planet books and an Eden microsite on the Lonely Planet website.

The new multi-platform brand will target upmarket couples in their thirties and fourties with children and carries the strapline “One amazing world. One amazing channel”.

The channel rebrand is the first of UKTV’s factual portfolio and follows the rebrand of UKTV’s entertainment portfolio as Dave, G.O.L.D, Watch and Alibi. UKTV People and UKTV History will be relaunched as Blighty and Yesterday later this year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here