From today Lastminute.com's site will turn from pink to green in support of its aims to stop cruelty to children. The firm's logo will feature a green dot, to reflect the message.
The homepage will feature family holidays and leisure activities with the line "spend quality time with your kids this summer".
Customers buying selected family products can make a £1 donation to the cause, with lastminute.com pledging to match the total raised. Visitors can also link through to NSPCC.org.uk.
Lastminute.com joined the NSPCC's entertainment and media board 18 months ago. The board works with the entertainment industry to develop marketing initiatives to promote the charity.
Lopo Champalimaud, Lastminute.com's representative on the board, said: "Our UK website attracts around 350,000 people every day looking for ideas and inspiration on how to spend their leisure time, which presents us with an ideal opportunity to promote family activities in support of the NSPCC's 'positive parenting' message."
He added: "Our aim is to raise £100,000 during the NSPCC campaign but equally importantly, to raise awareness of the NSPCC and its work on behalf of children across the UK."
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