lastminute.com appointed MISSION Agency Mongoose to explore additional partnership opportunities to sit along side and compliment the success of the naming rights of the lastminute.com London Eye. lastminute.com were looking for opportunities which would give them large scale brand awareness and coverage Globally whilst being able to focus in on lastminute.com’s key markets in Europe with a strong set of relevant assets for year round multi-level activation.
Mongoose supported lastminute.com on this journey from start to finish, firstly by identifying and creating a short list of relevant global partnership opportunities to explore to fit lastminute.com’s requirements. Mongoose, together with lasmtinute.com then quickly identified the best fit from this short list and engaged the rights holder – Tour de France & Tour de France Femme (A.S.O), the biggest event in the cycling calendar and one of the most viewed events globally.
Working closely with both lastminute.com and A.S.O, Mongoose brokered and mediated the negotiation process right through to the signing of the contract and in March lastminute.com became the first ever Official Travel Partner of Tour de France/Tour de France Femme and 3 other major A.S.O owned cycling events throughout France, on a multi-year deal.
Mongoose are currently helping develop activation and leverage campaigns to bring this partnership to life and deliver the maximum ROI from this iconic global sponsorship.