The and CPM devised the creative campaign "Hot beaches for every body" to run throughout summer with various promotional campaigns with the leading brands.
It includes an outdoor campaign, featuring four creative images, and accompanying slogans such as "Put some colour in your cheeks" with a picture of a woman's bum in a high-cut pink swimsuit. The photographs were taken by Ben Westwood, fashion designer Vivienne Westwood's son.
Four 50x30-foot billboards have been put up in London, Birmingham and Manchester, with Freud claiming them to be the "biggest bum" ever used in ads in the UK. Along with the giant ads, 500 posters will appear nationwisde starting today.
The promotion with Fanta, the second largest drinks manufacture in the UK, sees Lastminute.com branding on 100m products in 2,000 supermarkets nationwide. It gives the consumer a chance to win a holiday with three friends to a luxury destination in Europe.
The Toni & Guy campaign, to be launched next week, includes Lastminute.com branded buses decked out with palm trees and pink sunloungers travelling across the UK giving customers free hair consultations, free internet access and the chance to win more holidays.
Toni & Guy will be distributing Lastminute.com postcards in its 250 stores as well as merchandise including branded flip flops, beach balls and water pistols.
Lastminute.com also sealed a deal with O2 to sell to the mobile phone network's customers through a service called DealFinder on their mobile phones.
"Interactive marketing is very important to us," Vijay Solanki, UK marketing manager for Lastminute.com, said.
"Our poster campaign, which will feature prominently on London Underground trains, challenges commuters to find a hidden word on the poster. If they find it they can text 85959 to win a fantastic, free holiday."
The deal with The Independent also gives away free holidays every day throughout the summer. It is supported by a nationwide TV and radio campaign, which breaks this weekend.
Speaking to Brand Republic, Solanki remained tight-lipped about the future marketing plans for Lastminute.com.
"We have been working closely with Freud Communications on this campaign for some time now and have developed a good relationship with them. We will decide at the end of the campaign whether we will take the agency on permanently or go for a pitch," he said.
Lastminute.com said it had almost doubled sales to £178.8m in the first three months of this year. The firm's second-quarter profits more than doubled to £30.9m, compared with £15m in the same period last year.
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