Lastminute.com chief to advise Lib Dems on London mayoral campaign

Lastminute.com marketer Vijay Solanki is advising the Liberal Democrats on their London mayoral election campaign.

Solanki, marketing director of lastminute.com, is helping the Lib Dem candidate Simon Hughes on a part-time basis. He is Hughes’ marketing and strategy adviser and chairman of the Lib Dem communications advisory team.

Solanki says that the Lib Dems will fight a “21st-century campaign” using the internet and guerrilla media “relevant to Londoners” to engage the public. The Lib Dems activities are constrained by the size of their campaign budget, which remains undisclosed, but Solanki says that the way to win the election is not through “48-sheet billboards”.

Solanki has appointed 2020 Promotions to work on the campaign after a five-way pitch. The company is developing viral campaigns, including a “Help Steven Norris not to go bankrupt” game. This refers to the Conservative mayoral candidate’s non-executive chairmanship of embattled rail contractor Jarvis.

Hughes launched his manifesto in an open-topped bus under the banner “London United” this week.

Solanki joined lastminute.com in August last year from the position of marketing director at mobile phone music recognition service Shazam. He is also a former Capital Radio and IPC marketer.

DDB London was recently appointed by COI Communications to create a &£1.5m advertising campaign to raise awareness of elections for London Mayor, the London Assembly and the European Parliament.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here