Date: 22nd February 2020
Client: lastminute.com
Identifying a perfect fit between brands.
Founded in 1998, lastminute.com has become a global leader in online travel. With a mission to make travel planning more spontaneous and enjoyable, they help over 10 million customers each year discover and book unforgettable travel and leisure experiences.
Following our successful collaborations across Merlin Entertainments’ European attractions, we were approached to support a high-profile brief: securing a new naming rights partner for the iconic London Eye. Through a close and consultative partnership with Merlin’s team, we developed a deep understanding of their commercial objectives and brand vision—anchored in delivering unforgettable, experience-led moments for their guests.
We identified that lastminute.com had an ambition to inspire travellers across Europe and elevate brand visibility through strategic, value-driven partnerships.
Working closely with both parties, we brokered and structured a multi-year naming rights agreement, aligning the sponsorship with lastminute.com’s broader marketing objectives.
Despite the challenges posed by COVID-19 restrictions, we successfully delivered a launch celebration tailored to the moment. The event featured a bespoke VIP experience for media and special guests, effectively bringing lastminute.com’s brand story to life and reinforcing key messaging throughout the evening.
The activation received overwhelmingly positive feedback from key stakeholders, successfully positioning the partnership while creating a memorable brand moment that generated significant media coverage and social engagement.
