Last week, Lonely Planet acquired a significant stake in Teton Gravity Research.

It comes as no surprise that Lonely Planet is in need of a modern approach for their brand. With book sales rapidly declining, the company is looking to pivot from the print world to the digital world.

On the flip side, TGR’s size has increased significantly in recent years. Starting as a small adventure film company, and turning into a full production house, they now make documentaries, branding videos and television.

“TGR’s resources provide a fantastic expansion of our rapidly growing efforts in video and our digital ecosystem,” adds Daniel Houghton, Lonely Planet CEO. “Synergies between adventure travel and high-end media content will expand the reach of both the Lonely Planet and TGR brands.”

My guess: Lonely Planet needs TGR far more than TGR needs Lonely Planet.

The release states, “TGR co-founders, brothers Steve and Todd Jones, will retain their ownership interest and continue to lead TGR as co-CEOs in the company’s Jackson Hole home.

Though not a full acquisition, it sounds like Lonely a planet will get a full range of services from TGR – a high-end client, you can’t say ‘no’ to.

How will this change Lonely Planet’s image? Keep your eye out for some jaw dropping videos from all around the world. It will make you wonder how a book ever inspired you.