MUMBAI: Travel guidebook publisher Lonely Planet has appointed New Delhi-based Iffort as its digital media agency partner in India.

Iffort will handle the full digital spectrum for the publisher including rolling out strategic community engagement and search engine optimization programs to position the guidebooks among the target audience in India. Lonely Planet is launching a brand new series of travel guidebooks, designed especially for the Indian traveller on 12 September.

Iffort director Sunny Jindal said, "We‘re excited to be associated with Lonely Planet India at a time when they are launching a range of travel guides targeted towards the Indian travellers. Iffort will handle the digital media strategy for Lonely Planet India including suggesting specific ideas for target audience engagement on social media platforms like Facebook and Twitter. Over the coming months, we‘ll be using our domain-experience to build on Lonely Planet India‘s growing reputation an iconic travel brand and strengthen its community relationship."

Lonely Planet India general manager Sesh Seshadri added, "Our content development team is engaged in creating relevant content for the Indian traveller and we see the importance of community building among Indian travellers. The appointment of Iffort will help us achieve this goal and will build a strong connection with the users of our content across delivery platform, print and electronic."