Travel media brand LOST iN has acquired BuzzFeed’s Bring Me!, which it describes as one of the largest travel and experience publishers on the internet. The Los Angeles-based company said the strategic acquisition will significantly bolster its content library and expand its reach to millions of travellers worldwide.
LOST iN is best known as a travel guide publisher. But last month it was acquired by Jonathan Skogmo, Mike Skogmo, and Anton Reut, the founders of Jukin Media (which they sold in 2021). Backed by a $4m seed round, the new management are on a mission to build a vibrant social first community of like-minded travellers – leveraging the combined market clout of the guidebooks, Bring Me! And future acquisitions.
Announcing the Buzzfeed deal, LOST iN’s management said they want to inspire travellers to embark on more enriching journeys. They added that Bring Me! Will add “a wealth of aspirational and educational travel content and a vast global audience”
Jonathan Skogmo, CEO and co-founder of the reimagined Lost iN, said: “BuzzFeed has a tremendous track record of building digital properties that connect with millennial and Gen Z audiences, and Bring Me! is no exception. We see a unique opportunity to elevate this content across platforms and take the unique editorial lens that LOST iN guidebooks have cultivated to audiences through engaging social-first video content.”
Bring Me! has amassed over 3 billion video views and an average of 4 million views per video. With a reach in 189 countries, it has made significant inroads with the advertiser community, said LOST iN, having created and distributed sponsored content for brands like Alaska Airlines, Hilton, Hyundai, and Visit Florida.
Skogmo said that the company isn’t going to stop with the Bring Me! deal: “We’re looking to acquire travel assets to integrate under the LOST iN banner, and this deal with BuzzFeed represents the next step in our plan to assemble a multi-faceted media company that inspires travellers throughout the world.”
