A six-week promotion on London's Magic 105.4 FM called "Fly Away Friday", will start on March 17 and give listeners the chance to win flights to city break destinations.
The campaign has been created to promote a wide range of city products, a new range of packs with maps or phrasebooks and a CD itinerary planner.
An insert of a miniature guidebook, 'Lonely Planet's City Break Secrets', will feature in 100,000 copies of The Guardian on March 19th.
Each guidebook contains Lonely Planet's tips on what to see and do in Britons' favourite city break destinations. Some 15,000 of these guides will also be distributed in-store.
The campaign also features an in-store competition with the chance for consumers to win a luxury city break for two people to Florence, provided by . Posters and miniature guidebooks will also be placed inside Lonely Planet stores.
Malcolm O'Brien, Lonely Planet's marketing manager for UK Europe, Middle East & Africa, said: "We're immensely excited about this campaign. Lonely Planet is about inspiring and enabling people to make the journey. In this campaign, we share our insider tips on what we'd do when we're on a city break.
"We want travellers to realise that there's more to Paris than the Eiffel Tower or more to Rome than the Coliseum -- that's what we're all about. Lonely Planet will help travellers discover the secret places that make their stay memorable."
Media buying for the campaign on Magic 105.4 FM was handled by Total Media.
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