lastminute.com is to create partnership links with the several partners to create a wider awareness and create site traffic.
The partners are believed to be Kellogg's Thorntons and the Orangina brand from AG Barr. Having survived the initial stages to realising an on-line business model this move to create links with old world companies is an essential step to create a real player in a virtual world.
We can expect to see many more of these link ups in the future. The AOL Warners link was very high profile and showed the way forwards. Virtual companies that cannot integrate their business models into the real world of busines are always likely to be at risk. Even the giant on-line bookseller has seen the importance of the highstreet and has experimented with a backwards with its integrationown high street presence.
See also
British
dotcom sidles up to traditional brands
The New Zealand Herald, May 20, 2001
Now
you can have Lastminute on your cornflakes
Independent, May 19, 2001
Internet Europe news