MUMBAI: BBC Advertising, the global ad sales department of BBC Worldwide, will now represent lonelyplanet.com in all global territories, following Australasian and US deals to sell its online advertising inventory.

The move comes as Lonely Planet achieved good traffic to lonelyplanet.com in June attracting 87 million unique users, a year on year rise of 62 per cent.

Lonely Planet was previously represented by Travel Ad Network in the US and AD2One for Australia and New Zealand.

Lonely Planet is a wholly-owned subsidiary of BBC Worldwide, which has managed the travel brand’s UK online sales since August 2009.

Lonely Planet MD digital Dominic Rowell said, "Bringing Lonely Planet together with BBC Advertising‘s team maximises the synergies between our two organisations and comes at an ideal time when Lonely Planet is poised for its next digital growth phase."

BBC Worldwide Australia‘s regional director of ad sales Scott Hamilton said, "It has always been our intention to represent Lonely Planet in the critical territories of Australia and New Zealand. The brand is in great shape and I look forward to building on its success. The integration of these two fantastic properties considerably strengthens our advertising brand proposition in this region."

The BBC Advertising team is responsible for international sales across its multi-screen portfolio including television, online, mobile and apps.