By John McCarthy

Travel website Lastminute.com has secured an official partnership with primetime TV singing competition The X Factor.

Working with ITV, FremantleMedia and Syco Entertainment, the brand will support the show that is now in its 13th season while benefiting from exposure to its large audience during the show’s 16 weeks.

The agreement includes becoming the official in-app voting partner, also tagging along with in-show integrations, licensing rights, ticket giveaways and supplying Lastminute.com branded competition prizes.

Lastminute.com group chief executive, Fabio Cannavale, said: “The X Factor provides an incredibly powerful platform to engage with millions of our target audience and there are lots of synergies Read full story ›

Source: The Drum