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Lastminute to auction holidays on TV
Lastminute.com has teamed up with live auction TV channel bid-up.tv for a four week trial to auction a holiday a day.
The trial starts on January 28. The first holiday to be auctioned will be a seven-day break in Corfu. According to lastminute although the minimum bid is just £1, the estimated cost of the break is £698 (based on 2 people sharing).
Lastminute said the deal would allow it to “expand its market segment reach beyond the online audience to the digital TV audience and to reach people in the comfort of their own living rooms.”
Details of each holiday, including the minimum (reserve) bid and estimated selling price, will feature as trailers on bid-up.tv in the run-up to each auction, taking place every day at 1850 hours. Viewers are able to bid by telephone or via the internet site www.bid-up.tv.
Martha Lane Fox, group managing director of lastminute.com said: “This is the first time any of our products have been auctioned on TV and we’re thrilled to be at the forefront of what represents a whole new way of buying holidays via a unique multi-platform experience. We believe that with our product set and branding we can complement bid-up.tv’s already successful presence and offer their subscribers exciting deals through their TV.”
bid-up.tv, a subsidiary of tv content provider sit-up, is available in 8 million Sky Digital, NTL and Telewest Broadband homes and broadcasts 16 hours of auctions each day. bid-up.tv is 36% owned by Telewest Broadband.
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