Lastminutetravel.com did not want to procrastinate on its marketing effort.

"Everything we did was to jumpstart the company," Exec VP-Marketing Jack Arogeti says of the initial marketing efforts for LastMinuteTravel.

Mr. Arogeti left McCann-Erickson Worldwide, Atlanta, to join the Web site that publishes deals for airlines, auto rentals, entertainment tickets and hotels for what he describes as "the sudden traveler."

The former senior VP-media director for McCann was known for expanding the AFLAC sports trivia advertising effort.

His plan was to establish a similarly strong connection with sports enthusiasts for LastMinuteTravel.

He hired Burkhardt & Hillman, New York, to handle the account, valued between $5 million and $10 million. Kiosks were placed in Atlanta's Hartsfield International Airport.

The first advertising kicked off last summer to tie in with the baseball season.

"With LastMinuteTravel, our message was, `Now you have tickets to the game, how are you going to get there?' " he says.

TV, print and radio advertising supported.

The site aired a spot during this year's Super Bowl. "Our strategy is to attract attention," says Mr. Arogeti. He claims that spot increased average traffic on the day of the game to 3 million hits. Prior to that, 8,000 daily hits was tops.