Lastminute.com group has created a new content lab in Europe as the travel website steps up its ambitions of creating richer content and integrating product placements into its ads.
Operated by its media business, The Travel People, the lab will work with both travel and out-of-sector brands to create bespoke videos as well as produce its own series of video content that advertisers will be able to sponsor and contribute.
According to Alessandra Di Lorenzo, chief commercial officer for advertising and partnerships at Lastminute.com group, the creation of the lab is another step in the business’s broader strategy to enhance curated, editorial content for its rich and young audiences on its sites and social media pages.
“The 35 million unique visitors to our group’s sites every month are looking for ideas – from where to go on holiday, to what to do when they’re there and what to pack once they’ve booked – so it’s a no brainer for us to offer that inspiration through curated content across the lastminute.com group.
“Our video offer will allow the brands that advertise with us to build deeper relationships with travel-ready shoppers, who come to our sites looking for everything from last-minute UK breaks to long-haul get-aways," she said.
"Enhancing our editorial offer is our number one strategic focus this year – video is just the start, so watch this space".
The move follows the launch of The Travel People in July, to help brands and advertisers reach millions of European travellers through the group’s network of online travel brands, which include Lastminute.com, Rumbo, Volagratis, Bravofly and Jetcost, and operate across 40 countries worldwide.