2. How does the image being proposed for the global campaign illustrate the need to be aware of cultural diff erences? For a company such as Lonely Planet, the idea of a borderless world is nothing new. Founded in Australia by Tony and Maureen Wheeler so that they could fund their own travel dreams, the travel publisher now has offi ces in Australia, the United States, the United Kingdom, and France, with a total of about 450 employees. Its writers, photographers, and marketers span the globe on a regular basis in search of the best destinations for their customers to explore. However, despite the fact that the idea of globalization is built into the fi rm’s culture, its managers still face international challenges every day. Watch the video to see how Lonely Planet grapples with global issues in its management workplace.