Lastminute deals to ride on has signed up to partner, the UK reward-based consumer site, to offer travel services, content and technology.

The deal gives Pigsback access to six of lastminute. com’s product areas, including flight search. Search results and transactions will be handled by lastminute. com, while Pigsback will be responsible for allocating its PiggyPoints loyalty rewards.

Lastminute joins brands such as Blockbuster, UGC Cinemas and Virgin Wines. Pigsback will promote lastminute’s products via its Travel Zone section, highlighting offers that are most attractive to its core customer base, primarily women aged between 25 and 35.

Paula Thomas, Pigsback’s recently appointed travel director in the UK, says: “The benefit of working with such a well-respected brand as is that it provides our customers with valuable travel content, and by going through Pigsback. com, they will gain PiggyPoints when they book a holiday or flight.

“These points are of genuine commercial benefit to our customers, who are able to get money-off deals and flights. The PiggyPoints can be claimed in real time and cashed in straight away.”

Brands are able to advertise to targets following Pigsback’s “empathy marketing” principles, which include the policy that all marketing via its site is permission-based and relevant, and that advertisers only send “messages, not ads”.

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