Lastminute expands remit beyond cheap online travel

Lastminute.com is positioning as a combined online leisure, entertainment and travel retailer and will run its first pan-European campaign in support of the overhaul.

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The company, one of the few survivors from the first wave of dotcom businesses, wants to be known as more than just a travel retailer. The online travel market has become very crowded with newer brands such as easyJet Holidays lining up alongside Expedia, Air Miles Travel Company, Teletext Holidays and others.

Lastminute’s marketing will be based on the concept of helping customers tell “unforgettable stories” rather than just promoting discount offers. A new strapline, ’Stories start here’ is being adopted across Europe. In the UK the campaign will comprise television ads, including a spot during Coronation Street on ITV1 and on Sky1, and press and online activity.

Lastminute chief marketing officer Mark Newton says/ “As the business has expanded across Europe, we need a platform that is consistent across all our markets and ’Stories start here’ does that.”

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