'Laguna Beach' Star Tapped For 'Let's Go' Guides

  • January 24, 2006
In a move likely to be watched closely by teen marketers, one of the stars of MTV's reality hit "Laguna Beach" has been tapped to resuscitate a weary brand.

St. Martin's Press has signed Jessica Smith--one of the attractive, super-hip cast members--to headline a campaign to relaunch its "Let's Go" franchise of budget travel guides. Smith, 18, will travel to Europe for 10 days in March, where she'll chronicle her adventures through blogging, podcasting, and photos on a Web site. She'll also conduct online chats and other outreach efforts to college students. A St. Martin's spokesman said the company is hopeful that MTV will film the trip and make a special out of it. A call to MTV was not returned. Smith, a first-time European traveler, will visit London, Paris, Berlin, and Amsterdam--and, in very un-Laguna-like fashion, be placed on a budget of about $80 a day. Still, that's double what "Let's Go" guides promise: advice on how to travel for $40 per diem.

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