week 7

Lastminute.com paints London pink with London Eye sponsorship

This week, online travel brand lastminute.com has officially launched its sponsorship of the London Eye, the capital’s best-known landmark.

The 135-metre wheel on the south bank of the Thames opposite the House of Parliament was officially turned pink and has been fully branded to reflect the deal with lastminute.com. The deal to sponsor the London Eye was reminiscent of the early days of online travel.

Lastminute.com has created packages for its customers with free rides on the wheel included along with flights and hotel stays. Free rides will also be offered to customers as incentives as part of promotional offers.

At this week’s VIP launch party on a boat on the Thames opposite the Eye global pop superstar Meghan Trainor took time out from filming The Voice UK, on which she is a judge, to play an acoustic set to guests, including the 80 members of staff lastminute.com has based in London.

Marco Corradino, chief executive of lastminute.com, said: “We’re delighted to officially launch our flagship partnership with the London Eye. To see one of the capital’s most recognisable icons lit up in pink is a proud moment and we can’t wait to bring visitors from the UK and across the globe to experience it. We’ve been helping people make memories in London for more than 20 years and we know enjoying moments on this unique part of the London skyline will make people pinker in the years to come.”

The 135-metre observation wheel on the south bank of the Thames opposite the House of Parliament will celebrate its 20th birthday this year.

If you would be interested in partnering with lastminute.com in 2020, please get in touch with Paddy Goggin by emailing partners@lastminute.com