Sydney-based Tactic Creative Services recently completed rebranding the look and feel of BBC Worldwide's Lonely Planet programming block.

Airing on BBC Entertainment worldwide and the BBC Knowledge channel, Tactic created on-air graphics, off-air imagery templates for print and digital as well as two phases of a brand image campaign shot by Tactic crews in Australia, New Zealand and Asia. More footage was gathered from worldwide crews and the Lonely Planet library.

The aim was to create a simple and effective package that communicated the grass roots and authentic nature of Lonely Planet whilst incorporating overarching values across both brands.

Tactic's executive producer Sam Hall said the project needed to be sophisticated and distinctive.
“But it also had to convey the perspective of the traveller and the authenticity and wisdom of the brand,” she said. “Our team found the balance by using POV, design and clever, simple execution. It had to work globally for both BBC Worldwide and Lonely Planet brand values.”

The music also carried the values of authenticity with sister company Plasma utilising a roughly strummed 60 year-old, beaten up and well-travelled guitar, formerly owned by a Woodstock veteran.

After winning the business in early 2011, Tactic worked throughout the year with the marketing, creative and on-air teams from BBC in London, Singapore and Australia as well as the Lonely Planet team in Australia and the US to complete the rebranding package.