The Lonely Planet sales and marketing team in the UK have developed the campaign in-house, with support from the team at its head office in Melbourne.
Under the banner "A few words can take you a long way", the campaign aims to target the majority of UK travellers who have visited destinations where they did not speak the language, according to a survey undertaken to support the promotion.
The campaign will run through August and September and will feature bookstore point-of-sale including A2 posters, strip posters, bookmarks and stickers.
A bookseller brochure has been produced to help stores' Lonely Planet phrasebook sales grow and a media campaign focusing on the humorous results of a language survey.
Lonely Planet has become the UK's bestselling phrasebook range with a 19.58% market share, offering the largest range of any phrasebook publisher with 56 titles.
The publisher also publishes Fast Talk mini-phrasebooks targeting the European city break market and has language content in each of its 500 guidebooks.
Direct marketing activity will target more than 30,000 Comet email newsletter subscribers and past-purchasers.
Malcolm O'Brien, Lonely Planet's European marketing manager, said: "Nothing unlocks the hearts and hospitality of people around the world as much as an effort to speak in their language.
"Phrasebooks are a natural second purchase for any curious traveller and represent an amazing opportunity for booksellers to boost their travel department sales."
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