The has gone live and currently offers flights, hotel bookings, package holidays, and travel insurance, which it already provided through its financial services division.
Asda will promote the service and URL to its customers via in-store advertising and promotional literature. It is also likely to use direct, digital and online marketing to push the sub-brand.
Asda is eager to grow its brand online in an attempt to catch up with rivals such as market leader Tesco. Last week, the supermarket strengthened its digital credentials through the launch of an online flower-delivery service.
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