With two distinct series of travel books, the more traditional DK Eyewitness Travel and Rough Guides for the most adventurous travelers, it was important to reach the right targets with the branding for these two DK Publishing brands. We think the difference in creative speaks for itself. This vast difference in tone was coupled with strategic differences in media placement with Rough Guides placements being more unexpected and guerilla, and DK Eyewitness Travel much more mainstream and centered around television.