Pigsback adds Lastminute.com to loyalty portal
The UK & Ireland-based loyalty programme Pigsback has signed a partnership deal with Lastminute.com to provide members with discounted travel services and travel information through the programme's 'Travel Zone' section.
Paula Thomas, Pigsback's newly appointed travel director for the UK, believes that the combination of Pigsback's behind-the-scenes consumer marketing tool (known as Empathy Marketing), the awarding of PiggyPoints for loyalty, and Lastminute.com's travel offers present an worthwhile offer for UK members. Thomas confirmed that members will not only save money on travel but that they will also earn PiggyPoints for travel bookings made through the site.
White label deal Lastminute.com is one of several brands (including Blockbuster, UGC Cinemas, CD Wow!, Figleaves, and Virgin Wines) to join Pigsback in the UK and commit to a long-term partnership.
The partnership is essentially white label agreement in which Pigsback can leverage Lastminute.com's travel services, web content, and technology by integrating it into Pigsback's online Travel Zone. Pigsback can then highlight only those offers that are most likely to be attractive to its core members (who are primarily female, aged 25-35, in the B/C1 demographic).
Pigsback launched its UK web site in June 2005. Most recently the UK side of the programme teamed up with leisure and entertainments firm Whitbread to allow members to redeem their PiggyPoints for leisure vouchers covering high street brands including Pizza Hut, Beefeater, Cafe Rouge, Marriott Hotels and TGI Friday's (see 19th Oct. 2005).