Lonely Planet teams up with Eden

<p>Travel guide publisher Lonely Planet has signed its first TV sponsorship deal for the launch of UKTV&#39;s newly-rebranded factual channel Eden.</p><p>The <em>Guardian</em> reports that the publisher has signed up to sponsor a programming strand on digital service UKTV Eden, the rebranded UKTV Documentary channel, which relaunches on 26 January.</p><p>Lonely Planet, in which the BBC&#39;s commercial arm, BBC Worldwide, controversially acquired a 75% stake for a reported &pound;75m in November 2007, has signed up to sponsor the channel&#39;s new Adventure &amp; Exploration strand of shows.</p><p>Adventure &amp; Exploration programming includes &quot;Palin&#39;s New Europe&quot;, fronted by former Monty Python star Michael Palin, and &quot;Russia: A Journey&quot; with Jonathan Dimbleby.</p><p>&quot;It&#39;s our first-ever TV sponsorship deal in the UK and we couldn&#39;t have found a better partner,&quot; said Shona Gold, Lonely Planet&#39;s marketing director for Europe, Middle East and Africa. &quot;This partnership also allows us to extend the reach of the Lonely Planet brand to a wider audience.&quot;</p><p>UKTV will also get advertising and advertorial space for the channel in Lonely Planet magazine, &quot;Eden recommends&quot; bookmarks attached to Lonely Planet books, an Eden microsite on the Lonely Planet website and a joint Eden/Lonely Planet presence at Destinations Travel and Holiday Fair shows.</p>