Lastminute.com hunts direct agency

Lastminute.com is holding talks with agencies about its CRM account, as part of chief marketing officer Sarah Bartlett’s plan to ramp up direct communications.
It is understood the online travel and leisure firm has contacted agencies directly, ahead of a pitch for the direct and data business, which it currently handles in-house.
The bulk of activity is concentrated on email marketing, with regular newsletters featuring targeted offers for holidays, flights and day-trips to both UK and international destinations.
The Travelocity-owned brand has increased its focus on mobile sales of late, exploiting a sales window of just two days before check-in.
Lastminute.com has also started to refocus on weekend breaks, setting up a dedicated section on its website last summer, providing weekend-specific offers. The company claims to sell a holiday every 15 minutes, a spa break every three minutes and a theatre ticket every 26 seconds.
The last time the company reviewed its direct business – in 2008 – it handed the account to Tequila, and following its merger with ad agency TBWA the work was rolled into the sister shop Being.
Travelocity marketing boss Bartlett, who joined last year from Ask.com, has made no secret of the fact that she places great importance on using data and understanding customers’ needs.
The parent company also owns World Choice Travel, a travel affiliate marketing programme, and IgoUgo, an online travel community and travel-planning resource.