Video: Lastminute.com paints London town pink once again with London Eye sponsorship

OTA made its name during the first dot com boom with eye-catching publicity stunts

Iconic British online travel brand lastminute.com rolled back the years last night as it officially launched its sponsorship of the London Eye, of the capital’s best-known landmarks.

The 135 metre observation wheel on the south bank of the Thames opposite the House of Parliament will celebrate its 20^th birthday this year, two years after lastminute.com reached its own 20th anniversary.

More: Big Interview: Pioneering lastminute.com looks back and to the future as it hits 20

Lastminute.com to offer credit payment options

Lastminute.com made its name during the first dot com boom of the late 90s and early noughties with eye-catching publicity stunts, often in the capital, which helped establish its ‘hot pink’ branding with the public.

The deal to sponsor the London Eye, which was turned pink last night and has been fully branded to reflect the deal with lastminute.com was reminiscent of the early days of online travel.

The OTA, which was sold by Sabre Corporation to Bravofly Rumbo Group in 2014 for £76 million, is understood to have agreed an initial three-year deal to sponsor the tourist attraction, which has welcomed over 76 million customers since opening.

Lastminute.com has created packages for its customers with free rides on the wheel included along with flights and hotel stays. Free rides will also be offered to customers as incentives as part of promotional offers.

Marco Corradino, chief executive of lastminute.com, said: “We’re delighted to officially launch our flagship partnership with the London Eye.

“To see one of the capital’s most recognisable icons lit up in pink is a proud moment and we can’t wait to bring visitors from the UK and across the globe to experience it.

Pictured: Marco Corradino

“We’ve been helping people make memories in London for more than 20 years and we know enjoying moments on this unique part of the London skyline will make people more pink in the years to come.”

At last night’s VIP launch party on a boat on the Thames opposite the Eye global pop superstar Meghan Trainor took time out from filing The Voice UK, on which he is a judge, to play an acoustic set to guests, including the 80 members of staff lastminute.com has based in London.

Pictured: Meghan Trainor