LastMinute.com/Topsee

24 Nov 2009

Lastminute.com help Londoners stay on top of what’s on, wherever they are. Nifty new iPhone app Topsee is taking a bottom-up approach to give Londoners a birds-eye-view of what's on in their area.

Designed by Lastminute.com's 'labs' innovation team, the free GPS-based guide to London's Zone 1 (the city's shopping, tourism and business centre) is written by bloggers to get under the skin of the 'real' London.

The do-it-yourself vibe is complemented by the app layout, eschewing fancy Layar-style AR technology in favour of simple presentation of a collection of photos of blogger's choices things to do and see together with GPS-calculated distance to the venue.

Inviting established London blogs such as The Londonist, London Interesting and the London Eater to provide content gives authority to the info and ensures strong writing and quirky tour guides.

There is no mention of a user-generated content strand as yet, perhaps because for now at least, this works because the contributors offer a tried and trusted take on the city. For now, Twitter, Facebook and email links offer the usual networking possibilities and should help spread the word about Lastminute's new baby.

The app is a great addition to lastminute.com's existing travel utilities such as the Pronto search engine, a Snaffle GPS-based promotions tool being piloted in London's Covent Garden district, and its Wave feed for new bargains. It feels bang on brand for Lastminute.com and could well prove just as popular with London natives as with visitors; that could help keep the travel company front-of-mind with city folk in between minibreaks, an important group for Lastminute's core offering of spontaneous bargain getaways.