Village Green, which was launched in September 2007 by the former Starcom directors Andy Roberts and Adam Bishop alongside the former Emap Advertising director Jane Kesley, will work initially on developing new ways of providing travel content and on tailored print publications.
Lonely Planet, which publishes more than 500 titles and sells 6.5 million books each year, also has a global website and a digital TV operation. BBC Worldwide acquired a majority stake in the business last October.
Stephen Palmer, the chief executive of Lonely Planet EMEA, said: "Village Green has an experienced team. Its mix of media agency and media owner backgrounds make it best-placed to communicate our brand, our portfolio of assets and develop commercial ideas for brands."
Village Green has worked on Fox's Confectionery and Sacla since launching.