X-Factor Names lastminute.com As Official Partner
lastminute.com, the European leader in online travel and lifestyle, has today announced an X Factor partnership with ITV, FremantleMedia and Syco Entertainment. It comes just 12 months after the company was brought by the Swiss based online travel company Bravofly Rumbo.
The partnership with The X Factor’s 13th season gives lastminute.com above and below the line multi-platform exposure throughout the shows 16 weeks, which launched on air on Saturday 27th August. The agreement includes becoming the official in-app voting partner - through which millions of votes were cast via the app last year - along with in-show integrations, licensing rights, ticket giveaways to The X Factor Live Shows and The X Factor Live Final at The SSE Arena, Wembley and supplying lastminute.com branded surprises and competitions for contestants and viewers throughout the series.
The relationship also affords lastminute.com extensive opportunities to engage with the show’s millions of viewers and fans across the official X Factor social media and digital channels. This includes exclusive content rights as well the creation of Facebook Live lastminute.com Moments from which contestants will share their real time excitement about their up and coming show performance.
The agreement forms part of a wider mission from lastminute.com to help people make the most of their lives; believing that everyone deserves their moment, their chance to be a little bit more bold - with music influencing that experience. Further exclusive content and cross-platform campaigns on lastminute.com owned channels, will aim to inspire audiences to live #YourMoment.
Commenting on the partnership, lastminute.com group CEO, Fabio Cannavale says “We’re delighted to be partnering with ITV, FremantleMedia and Syco Entertainment. The X Factor provides an incredibly powerful platform to engage with millions of our target audience and there are lots of synergies between the show and the lastminute.com brand. Both play host to a journey that starts with a wholly spontaneous act – whether that’s a brave decision to perform in front of the judges and the nation, or a snap decision to book an experience on lastminute.com. We firmly believe life is for living whether that’s achieving your dreams of becoming a star, or seeing the world, and at lastminute.com we want to help make that happen.”