The online travel and leisure firm contacted agencies directly for the review, which kicked off in July. JWT folded its direct agency RMG Connect back into the main business in 2009, as part of a restructure which also led to the departure of then chief executive Tim Hipperson.
Previously handled in-house, the last time Lastminute 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.
The Travelocity-owned brand tends to concentrate on email marketing, with regular newsletters featuring targeted offers for holidays, flights and day-trips to both UK and international destinations. It has also increased its focus on mobile sales.
The company claims to sell a holiday every 15 minutes, a spa break every three minutes and a theatre ticket every 26 seconds.
Travelocity marketing boss Sarah 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.
Lastminute.com hunts direct agency
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