Search and advertising tool provider Quigo has partnered with LonelyPlanet.com to launch the publisher's new pay-per-click contextual advertising marketplace, which will use a private-label version of Quigo's AdSonar platform. Lonely Planet does not accept advertising in its travel guidebooks; the new partnership, therefore, is the first opportunity for advertisers to associate with the respected Lonely Planet brand.

"Quigo's contextual, targeted advertising marketplace and its unique private label approach allow us to build our own advertiser asset base and maximize the value of our brand," said Cameron Holland, Lonely Planet's VP of e-commerce.

LonelyPlanet.com can now "offer our travel-related advertisers a unique opportunity to communicate with curious, independent, socially aware travelers who are actively engaged in researching and planning their next trip." Holland added.

Quigo has launched private label versions of its AdSonar advertising platform with other travel-related sites, including iExplore and Discovery's Travel Channel, as well as premium-branded websites of FoxNews, USAToday, TheKnot, Homestore, eDiets, and Verizon SuperPages.