Lonely Planet appoints new Global Online Director

Lonely Planet has today announced Kelly Brough as its new Global Online Director.

Reporting to Matt Goldberg, Lonely Planet’s CEO, Brough has joined the company in London and will relocate to Lonely Planet’s head office in Melbourne later this month. Brough is responsible for leading Lonely Planet’s online business which includes developing the strategy and delivering a proposition that supports and enhances the company’s aim to become the world’s leading travel media organisation. Accelerating the digital and online strategies will be core to that proposition.

Over the past year Lonely Planet has put a considerable effort into developing its online offering. Lonelyplanet.com was re-launched last year and recently won the Webby for Best Travel Site. The website features Lonely Planet guidebook content, images, videos and maps covering over 8,000 destinations, as well as the ability to book, hotels, flights and a range of other services. By combining its wealth of professionally authored travel content with emerging technologies – as well as increased contributions from the global travel community, LonelyPlanet.com provides a one-stop destination for travellers to discover, plan, book and share the best in travel.

Brough joins Lonely Planet from Allegran Online Dating, where she was CEO. In this role she managed their offer across a portfolio of sites, leading the transition of loopylove.com and other Allegran online dating services from founder managed to corporate managed businesses. While at Allegran Brough was responsible for building stronger marketing capabilities including search engine optimisation; developing an affiliate network; growing display advertising and establishing partnerships with the Daily Mail and General Trust’s web businesses.  

Brough has a strong strategic and commercial background having worked previously at Accenture, and AOL. While at AOL she established Paid Services for the UK and grew this into a significantly profitable business. She also led the strategy on online customer experience where she developed propositions for AOL’s content channels and key advertising customers.

Matt Goldberg says of the appointment, “Kelly brings to Lonely Planet a wealth of skills and experience which will further develop Lonely Planet’s online business. She understands the significant opportunity to become the definitive source of travel information, tools and services for consumers online and I’m thrilled to have her onboard as we transform Lonely Planet into a leading multi-platform media company for the 21^st Century.”

Kelly Brough added: “I am delighted to take up this role at Lonely Planet. I look forward to building on the success of the website and other digital initiatives to deliver a really great experience that engages people and enables them to get to the heart of a destination wherever they are or want to go.”

-Ends-

Notes to editors:

Lonely Planet Global Online Director, Kelly Brough is available for interview

Images of Kelly are available on request

About Lonely Planet

Lonely Planet is a leading global travel information company. It is renowned for its first-hand approach, up-to-date maps and commitment to providing the best information for travellers. Lonely Planet covers the must-see spots, but also encourages travellers to get off the beaten track and understand more of the nature, culture and environment in each destination. Lonely Planet currently has more than 360 writers, researchers and photographers and produces around 500 trustworthy and inspiring books, innovative downloadable digital guides, an award-winning website, wireless applications and cutting-edge television programmes. Lonely Planet was founded after Tony and Maureen Wheeler left London and hit the road in search of adventure in 1972. They travelled overland across Asia and landed in Australia where, due to incessant questions from would-be travellers, they compiled their journey notes and stapled together their first travel guide, Across Asia on the Cheap. LonelyPlanet.com

For further information please contact:

Angela Wilkinson 

Media & Communications Manager

Lonely Planet Publications Europe, Middle East, Africa

Direct Ph: +44 (0) 20 7106 2150
Email: angela.wilkinson@lonelyplanet.co.uk