Late last month the six-year-old company's share price dived after losses soared by 61% to £77m in the 12 months to September 2004.
Hoberman told Marketing that could not match the media spend of the major US online travel agencies such as Expedia or Travelocity, and therefore had to use new media to connect with customers in an "edgy" way.
"Our priority must be to think outside the box when it comes to marketing," he said. "We are working with consultants to find fresh media and viral techniques."
Hoberman revealed that the firm was investing £25m in technology next year to improve customer segmentation and its website.
To drive sales over the critical Christmas period, it has begun an aggressive promotional strategy by partnering with several leading high-street brands.
Deals with Debenhams, Toni & Guy, Muji and outdoor specialist Ellis Brigham, struck by SP Partnerships, will help promote the brand's skiing holidays and Christmas and New Year breaks, as well as its gift range.
Under the Debenhams deal, skiing holidays will be promoted at two shopping events. Lastminute.com will also feature in a mailing to the chain's 2m cardholders and in-store advertising.
The online brand's tie-up with Muji will include an exclusive in-store shopping event in association with The Sunday Times' Style magazine supplement.
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