spf15 has negotiated a number of brand partnerships for lastminute.com to extend the online travel company's 'Unleash Summer' campaign.
The marketing agency has forged partnerships with brands including Ocado, View, Marie Claire and Look magazines, and Superdrug to complement the campaign's 'inspiration' theme, which aims to enthuse and give ideas to consumers. These various channels also drive consumers to sign up at a dedicated website, which in turn provides personalised emails.
Designed by Steel London, the emails provide a range of travel and lifestyle content and offers available that week.
Regional content is provided by View, supported by co-branded, regionalised mini-sites, which in turn further increase regional penetration.
Advertorials and mini-magazines are also being utilised by the campaign.
The mini-mags will be developed by spf15 in partnership with Zone; implementing content from all partners.
These are to be inserted in The Sunday Times and Look Magazine, and with Ocado deliveries in August.
Promotional banners will also fly on all partner websites to drive up online traffic, with communications also sent to partner databases via email.
In a first for the online travel service, there will be a high-street presence through Superdrug, with lastminute.com point of sale at 100 stores.
A co-branded beach bag will also be given away.