lastminute.com wanted to be seen as a responsible operator and clear up confusion surrounding carbon off setting. lastminute.com had recently built a carbon calculator to sit within their site that showed users the impact that flying has on their carbon footprint. They also featured an option within their booking system to off set their flight by adding an extra payment to their booking.

To postition lastminute.com as a responsible operator and clear up confusion surrounding carbon off setting.

Guardian Plus created a bespoke microsite for lastminute.com on guardian.co.uk. The microsite featured: - Three feature articles discussing carbon offsetting, the aviation industry and how to offset with lastminute.com - Mini carbon calculator which enabled users to view their CO2 emissions and the cost of offsetting by hovering over their chosen destination - A competition featuring carbon related questions to win a three night break for two in Paris travelling by Eurostar.

Research showed that microsite users were more likely to take action to reduce carbon emissions and choose holiday providers that facilitated this. - The microsite had over 32,000 page impressions served to 12,000 unique users. Average dwell time was 3.5 minutes. - The competitions had an amazing response of over 7,000 entries.

The creation of a mini version of the carbon calculator on a bespoke microsite on guardian.co.uk helped to aid the positioning of lastminute.com as a responsible operator and promoted greater use of the carbon calculator.