As part of a new branding strategy, Site59 is adopting the lastminute.com URL. The site will maintain the same team, history of innovation and products. Site59 was launched in the U.S. in May 2000 and was acquired by Travelocity in March of 2002. lastminute.com was launched in 1998 in the UK and was purchased by Travelocity in July 2005.
“Site59 has been one of the travel industry’s best value propositions, but for many people the name is difficult to remember, and usually requires an explanation of what it means - the 59th minute,” said Michelle Peluso, CEO of Travelocity and former CEO of Site59. “The acquisition of lastminute.com in Europe in 2005 gives us the opportunity to apply this much more recognizable name to Site59 here in the US.”
“The sense of fun and excitement of Site59 is also the essence of the lastminute.com brand, and we are looking forward to continuing to offer a great site for consumers and our partners,” said Jeff Varhol, General Manager of lastminute.com in the U.S.