{"id":22127,"date":"2020-07-23T14:57:05","date_gmt":"2020-07-23T14:57:05","guid":{"rendered":"http:\/\/lastminute_com_takes_a_vacation_from_media_management_headaches_with_cloudinary"},"modified":"2024-10-19T11:14:22","modified_gmt":"2024-10-19T18:14:22","slug":"lastminute_com_takes_a_vacation_from_media_management_headaches_with_cloudinary","status":"publish","type":"post","link":"https:\/\/cloudinary.com\/blog\/lastminute_com_takes_a_vacation_from_media_management_headaches_with_cloudinary","title":{"rendered":"Case Study: lastminute.com Takes a Vacation From Media-Management Headaches With Cloudinary"},"content":{"rendered":"<div class=\"wp-block-cloudinary-markdown \"><p>As a 20-year online leader in travel and leisure retail, Europe-based public company <a href=\"https:\/\/www.lastminute.com\/\">lastminute.com<\/a> along with its 1,200 employees are committed to enriching the lives of vacationers through comprehensive and enticing products and services. Beyond flight deals and tours, it\u2019s the images and videos, whether of that luxury villa in Greece, romantic Parisian street, or exotic stroll through the Marrakech markets, that attract audiences and boost bookings.<\/p>\n<p>In addition to social media and paid advertising, lastminute.com promotes its offers through e-newsletters. Those promotions include over 120,000 images. Multiple teams are involved in producing those media assets, which include a growing number of videos\u2014a complicated workflow that\u2019s a constant challenge. With Cloudinary, lastminute.com now maintains a centralized media library, having adopted the provider\u2019s digital asset management (DAM) solution and automated image transformations for cross-platform consistency and campaign launches.<\/p>\n<p>The results are gratifying:<\/p>\n<ul>\n<li>A simplified, single-source, and organization-wide workflow<\/li>\n<li>Tremendous savings in production time and an efficient publishing process<\/li>\n<li>A fast-loading website with optimized images and videos<\/li>\n<\/ul>\n<p>This post details the issues faced by lastminute.com and the practical, potent answers from Cloudinary.<\/p>\n<h2>The Old Way<\/h2>\n<p>Historically, even though technical folks at lastminute.com had been uploading, optimizing, and serving visuals, such as hotel images, through Cloudinary\u2019s APIs, various other teams managed images in separate repositories. Another nontechnical team edited media assets through a different <a href=\"https:\/\/cloudinary.com\/glossary\/dam-vendor\">DAM vendor<\/a>.<\/p>\n<p>\u201cWe\u2019d become used to that process and made it work even though inconsistencies occurred frequently in the links for use cases,\u201d said Stefano Castelli, lastminute.com\u2019s creative production manager. \u201cAs Cloudinary offered more capabilities, including those for DAM, we saw the opportunity to improve not only our efficiency, but also the consistency and quality of user experiences.\u201d<\/p>\n<p>In addition, lastminute.com had to tackle the time-consuming process of editing images for new campaigns, which involved designers manually doing that in Photoshop and then uploading the revised version into the old DAM system. In the case of myriad images, those laborious tasks took weeks, delaying campaigns that offered time-limited deals.<\/p>\n<h2>The Cloudinary Way<\/h2>\n<p>With Cloudinary, lastminute.com can securely upload media and then organize them with AI-based tags and metadata for fast and easy search. Also, by moving to Cloudinary, lastminute.com was able to integrate its newly adopted content management system (CMS) with Cloudinary\u2019s APIs, automating the media workflow in a snap.<\/p>\n<p>\u201cThat integration means that we can dynamically and optimally compress most of our images, error free,\u201d Castelli beamed. \u201cTalk about peace of mind!\u201d Furthermore, transforming images the Cloudinary way by simply editing the image URL or the UI is a \u2018killer feature\u2019 we\u2019re taking advantage of a lot,\u201c he added.<\/p>\n<p>lastminute.com has modified parameters in image URLs to resize, change the image format, and adjust the image quality. Other transformations, including cropping, blurring, and applying overlays in real time, are in frequent use, too.  No more painful download-edit-upload cycles.<\/p>\n<p>In particular, the company took advantage of Cloudinary overlays and image manipulations in launching its Flash Sale offering with specially hand-crafted travel deals for a limited time. \u201cIn fact, we populate our landing pages with those deals every week,\u201d said Castelli.<\/p>\n<p>As for video, Castelli had this to say: \u201cVideo is continuously gaining popularity and importance so optimizing its performance is key.  We can customize the Cloudinary Video Player to suit our brand and optimize videos to reduce our bandwidth and that of our visitors. And we do all that in real time!\u201d Consequently, lastminute.com has been showcasing travel packages more frequently with video, which promises to attract more patrons.<\/p>\n<h2>The Outcome<\/h2>\n<p>With all its teams managing the media lifecycle on the Cloudinary platform, lastminute.com has simplified its technology stack, enhanced the design team\u2019s workflow, and raised everyone\u2019s productivity.<\/p>\n<p>Besides, the Cloudinary-CMS integration through APIs has accelerated the publishing process. No more manually locating images and their URLs in DAM and pasting the URLs to CMS. By leveraging Cloudinary\u2019s robust features and logic in the lastminute.com CMS, such as smart size and delivery based on content resolution, all the teams need to do is find and select images in the Cloudinary DAM.<\/p>\n<p>\u201cThanks to Cloudinary,\u201d said Castelli, \u201cwe\u2019ve reduced page weight and shortened loading time, dramatically improving our visitors\u2019 experiences. Now they can enjoy our fast, beautiful site while searching for the perfect vacation. Nice!\u201d<\/p>\n<div>\n<div style=\"text-align: center;\"><a href=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/marketing\/case-studies\/lastminute-surreal-vacation-packages-with-cloudinary.pdf\" target=\"_blank\"><span style=\"font-size: small;\"><em>Download case study<\/em><\/span><\/a><\/div>\n<div style=\"text-align: center;\"><a href=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/Marketing\/case-studies\/lastminute-surreal-vacation-packages-with-cloudinary.pdf\" target=\"_blank\"><span style=\"font-size: small;\"><em><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/w_200,c_fill,f_auto,q_auto\/dpr_auto\/Marketing\/case-studies\/lastminute-surreal-vacation-packages-with-cloudinary.jpg\" alt=\"Case Study lastminute.com\u201d width=\"201\" height=\"260\" \/><\/em><\/span><\/a><\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":41,"featured_media":22128,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_cloudinary_featured_overwrite":false,"footnotes":""},"categories":[1],"tags":[25,47,89],"class_list":["post-22127","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-asset-management","tag-case-study","tag-digital-asset-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.6 (Yoast SEO v26.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>lastminute.com Takes a Vacation From Media-Management Headaches With Cloudinary<\/title>\n<meta name=\"description\" content=\"Since adopting Cloudinary DAM for its rich media, travel retailer lastminute.com has reaped efficient workflows, time 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