Online travel site lLastminute.com has launched a new media company called Forward as it looks to expand its marketing business.
Forward will bring together the company’s existing Travel People marketing service with Playbook, a new consultancy firm.
The holiday booking site said Playbook will focus on helping businesses move their marketing in-house.
“We have been busy exploring new ways to broaden our client offering and to do so, we have brought together marketing technology, creativity and content under one roof,” said Forward chief executive Alessandra Di Lorenzo.
“We are now preparing for an exciting new phase which will leverage the capabilities of our people and the assets we have built over the last few years.”
Lastminute.com has been growing its marketing division since its launch in 2016 as it looks to expand its offering in new markets.
The travel company has also been shifting its focus towards package holidays in a bid to take on tour operators such as Tui.
The move comes as an increasing number of brands look to take their marketing services in-house, posing a threat to traditional advertising firms.