A new digital advertising partnership has been forged between lastminute.com group’s media business Travel People and 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 audience.
The partnership means brands will be able to reach 80 million unique users across Europe.
Travel People will use its travel marketing technology to run creative campaigns for AccuWeather.
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.
Lastminute.com media and partnerships chief commercial officer, Alessandra Di Lorenzo, 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.”
AccuWeather Europe managing director, Brian Lavery, added: “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.”