This is my shortest brief, I only want to spend a week and a half focusing on this project, so I need to make fast decisions. I have been considering exactly what Lonely Planet stand for, and what they want to convey to their customers:
Independent
Personal
First time travelers
Informative
Simple
A feeling of company
Expert advice
Responsible
Encouraging
Tell it like it is
Inspirational
No holds barred
I need to endevour to incorporate all of these aspects of the brand into the advertising, and show that Lonely Planet are a reliable and informative travel company.
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