Lastminute.com to drop Shine Communications for Seventy Seven PR

Lastminute.com is to axe Shine Communications as its retained consumer PR agency after a brief pitch process.

Secretive: Lastminute.com
Secretive: Lastminute.com

The travel website has turned to Seventy Seven PR, an offshoot of Fishburn Hedges, after EdenCancan and 3 Monkeys also pitched. Seventy Seven is currently retained by Hotels.com, a rival to Lastminute.

A source at Seventy Seven said: 'We've informed Hotels.com and presently have two entirely separate teams working on the accounts, which will remain the case for as long as they stay our clients.'

Lastminute had been keen to keep the process under wraps. When approached by PRWeek on 29 June, PR manager Carey Withey insisted: 'We employ two PR agencies to support the lastminute.com business ... We have no current plans to change this.'

The brand came 22nd on the IMRG-Hitwise 'Hot Shops' list - six places behind arch-rival Expedia. The list, published on 2 July, ranks the top 100 UK e-retailers selling goods and services within the IMRG Index Classification.

Lastminute is also facing pressure from Google, which has agreed a $700m deal to buy online ticket reservations company ITA.

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