Lastminute Signs Zone For Magazine Launch
Lastminute.com has announced plans to enter into the realms of magazine publishing, appointing content, branding and publishing specialist, Zone, to launch its first customer magazine.
Editorially, the lastminute.com magazine will reflect the interests, viewpoints and lifestyle choices of adventure savvy readers who share a proactive attitude to achieving “smart value” in their leisure pursuits.
The new magazine will be edited by Ben Olins, former editor of Hotdog and the Guardian Guide, and will see him lead a dedicated editorial and design team at Zone.
Commenting on the new magazine, Olins said: “The lastminute.com consumer is the sort of person who might fly to Milan for a weekend on EasyJet, stay in a €100 a night hotel and spend £1000 on fashion. This magazine will reflect these choices and opportunities, offering readers a mix of pure temptation and stimulation to try out new experiences.”
James Freedman, chief executive at Zone continued: “lastminute.com has developed a fantastic business, inspiring and fulfilling the dreams and aspirations of a growing group of dynamic, confident and adventurous consumers.”
He added: “Creating a magazine that reflects the choice and interests of this group of ‘action-leaders’ will reinforce and highlight lastminute.com’s position as a lifestyle icon.”
The 74 page quarterly title will be targeted at the company’s top 100,000 customers, with lastminute handling advertising sales for the title, signalling the first time the company’s sales operation has branched into non-online advertising.”
Brent Hoberman, chief executive of lastminute.com said: “The launch of this magazine is a fantastic opportunity to engage with our most loyal customers and reinforce our brand values though inspirational and informative editorial.”
He added: “Our ‘raison d’être’ is to improve people’s leisure time and this lifestyle magazine, which generates ideas on how to do just that, is the ideal way to give something extra to our customers.”
Lastminute: www.lastminute.com