The lastminute.com group today announced the launch of a new media business to help brands – especially retail brands – reach millions of travellers through its network of online travel services.
Alessandra Di Lorenzo has been appointed chief advertising officer to lead the new business unit, joining from eBay Advertising where she was formerly Commercial Director.
The Travel People will use audience data and re-marketing technologies to engage its customer groups and to re-connect with them when they are browsing other websites – before, during and after travel. This means retailers the opportunity to reach an audience willing to spend and that consumers can be targeted with more relevant and targeting advertising around their trips.
“What’s so exciting about The Travel People is that it opens up opportunities for retailers to reach a highly lucrative travel audience – who are young, affluent and already in a spending mindset – right across Europe,” Di Lorenzo said.
“For example, a fashion retailer could serve ads for bikinis or flip flops to a consumer that they know is about to pack for a beach holiday. Or a wine retailer could target consumers with ads for wine from a particular region of Spain shortly after they return from a holiday there, to help make the experience last a little longer.
“Our powerful insights mean that retail businesses can target consumers based on their passions, which is a huge opportunity to engage an audience that we know is interested in your products – whether that’s wellies or wine. We are already in conversations with some great retail brands and are looking forward to using our insights and digital technologies to help drive more relevant ad campaigns.”
The Travel People will provide media solutions across the following online travel brands: lastminute.com, Rumbo, Volagratis, Bravofly and Jetcost. It will also operate across 40 countries.