Online retailer Lastminute.com has launched its first Europe-wide integrated campaign to highlight its lifestyle product in the face of increasing competition.

The retailer has revamped its website to create a less cluttered and easier to use site for consumers and unveiled plans to increase the amount of product that can be booked via mobile phone applications.

Managing director Mark Maddock stressed the time was right for a heavyweight campaign to set itself apart from rivals. The campaign aims to highlight non-travel products from theatre breaks to sports experiences such as indoor sky-diving, focusing on "unforgettable and inspiring moments". Around a third of revenue currently comes from lifestyle products.

Maddock said: "From a heritage perspective, we were the dot.com pioneers breaking new ground, but the world has moved on.

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