lastminute.com group’s media business, Travel People, has announced a brand new digital advertising partnership with global weather platform, AccuWeather in France, Spain and Italy.
AccuWeather joins other sites such as Rough Guides in Travel People’s “Travel Alliance” – a consortium of platforms that allows marketers to reach a bigger and more robust audience. This new partnership means brands will be able to reach 80 million unique users across Europe.
Travel People will use its travel marketing technology and expertise to run creative, strategic campaigns for AccuWeather. And, with access to both partners’ combined website inventory, brands will be able to advertise on both lastminute.com group and AccuWeather’s sites in France, Spain and Italy, all from one place.
Weather is central to how travellers plan, experience and remember their journeys, so while this alliance will naturally appeal to travel brands, there are also opportunities for those outside of the sector – whether advertisers are promoting sunglasses or financial products for travellers’ trips. With access to lastminute.com group and AccuWeather’s huge combined audience, brands can expand their reach and connect with relevant consumers at scale.
Commenting on the partnership, Alessandra Di Lorenzo, Chief Commercial Officer – Media and Partnerships at lastminute.com group, who heads up the Travel People team, said: “Weather and travel go hand in hand, which makes our partnership with AccuWeather a natural fit. With our insight on customer travel intentions, and AccuWeather’s understanding of weather forecasts and how people interact with them, together we are helping brands to reach more relevant and engaged audiences.”
Brian Lavery, Managing Director, Europe, at AccuWeather, said: “Weather has a psychological impact on people; it affects our mood as well as how we plan every aspect of our lives – whether we’re deciding what to wear, how to get to work or where to go on holiday – making this new partnership a great match for both us and lastminute.com group. As we combine AccuWeather’s Superior Accuracy forecasts and reputation as the world’s most trusted weather source, with Travel People’s audience insight and expertise, we hope to help leading brands engage with relevant audiences on our sites in France, Spain and Italy.”