UPFRONTS
Alessandra Di Lorenzo CHIEF COMMERCIAL
OFFICER, MEDIA & PARTNERSHIPS,
LASTMINUTE.COM GROUP
sites, right across the holiday lifecycle - from the research phase through to booking and beyond. It’s easy to assume that, because
When and why did you launch The Travel People? ADL: We launched The Travel People last summer. As the new media business from lastminute. com Group, we help brands reach millions of European travellers through the Group’s network of leading online travel brands, including
lastminute.com, Volagratis, Rumbo and Jetcost. Operating across 40 countries and with a base of 43 million unique visitors every month, we give brands both in and out of the travel sector the opportunity to reach the lucrative travel audience – who are young, affl uent and already in a spending mindset – right across Europe.
As a B2B brand, do you fi nd brand personality infl uences your digital marketing strategy? ADL: Defi nitely –
lastminute.com Group has a rich heritage and has always been known for being bold and provocative, so brand
personality plays a big part in our digital marketing strategy. We may be a B2B off ering but we don’t want to lose sight of what the brand stands for;
lastminute.com
especially has fun and inspiration at its core, so our B2B strategy has to refl ect that.
This personality also helps us to help our clients. Being part of such a big household name means we have thousands of customers browsing and buying from our sites every day. We can help brands to reach these audiences in fun ways using the rich insights we have from the group’s
lastminute.com Group is home to online travel agencies, we only cater for travel brands – but there’s actually a big opportunity here for brands selling anything from fl ip fl ops to travel insurance as well. And brands work with us because they know we’re not afraid to be bold.
How does your marketing strategy diff er from a B2C approach? ADL: The only real diff erence between B2B and B2C marketing is the audience that’s being targeted. At the end of the day, marketing should always come back to what matters to the customer – whether that customer is an insurance company targeting family travellers or a sun worshipper planning their next escape. Ultimately, all marketing must
stay true to the brand and refl ect that
lastminute.com Group is the place for travel inspiration.
What digital marketing strategies are
lastminute.com Group focusing on for 2017? ADL: In 2017, we’ll be focusing on enhancing the content off ering across
lastminute.com Group’s
sites, as well as building on the work we started last year, such as developing our video content lab in Europe. The content lab helps both travel
and out-of-sector brands to create richer, inspirational content and integrate product placements into our own marketing initiatives that are shared throughout all our social channels. As well as creating bespoke videos for brands, we can produce our own series of video content that brands will be able to sponsor and contribute to. It’s another exciting step in our
THE ONLY REAL DIFFERENCE BETWEEN B2B AND B2C MARKETING IS THE AUDIENCE THAT’S BEING TARGETED. MARKETING SHOULD ALWAYS COME BACK TO THE CUSTOMER”
broader strategy to enhance curated, editorial content for the rich and young audiences on our sites and social media pages. And working within such an entrepreneurial organisation means there’s no limit to the innovative services we can develop – so watch this space!
What is the most signifi cant lesson you’ve learnt since launching The Travel People? ADL: Never underestimate the importance of being fl exible. As Darwin once said – “it is not the strongest of the species that survives but the most adaptable”. It’s especially important to
remember when working in a big, international company. The group’s teams are spread across fi ve diff erent cities – London, Milan,
Madrid, Paris and Munich – but with a bit of patience, fl exibility and some extra eff ort on communication we can make it work.
And of course technology makes it all the easier, with tools such as Google Hangouts allowing me to easily communicate with my teams across Europe.
lastminutegroup.com
9 issue 30 summer 2017
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