E-Travel Connection

Ant Farm has been named interactive agency of record for LastMinuteTravel.com.

The Atlanta shop will handle online creative, media planning and data analysis for the provider of late-breaking travel and entertainment opportunities.

Creative efforts will include both standard and more highly interactive “rich media” banners running on search engines including Google and GoTo, along with travel specific sites on theDoubleClick advertising network.

“Ant Farm’s experience in Internet customer acquisition complements our brand-building strategy,” said Carolyn Donegan, vice president of marketing at LastMinuteTravel.com. “This addition gives us the online advertising expertise that will drive traffic to the site.”

LastMinuteTravel.com, based in Atlanta, serves as an intermediary between airlines (and, for example, concert promoters with unfilled seats) and bargain-hunting consumers. On average, 500,000 just-released, continually updated offers are available on the Web site.

Founded in 1997, LastMinuteTravel.com charges no commission or transaction fees. It also offers consumers My Travel Minder, an e-mail service that automatically notifies customers when requested destinations become available.

The company’s online competitors include Travelocity.com and Microsoft’s Expedia.com.

“LastMinute’s objective of delivering one-stop shopping to consumers is supported by our focus on campaigns that drive targeted customers,” said Melissa Honabach, Ant Farm’s chief operating officer.