A brand campaign using the ‘last click’ theme is being introduced this week by leading UK OTA Travel Republic.
The campaign aims to promote a better way to book holidays rather than better holidays.
Research by creative agency Antidote, taken on in March, identified that the average consumer spends 70 days online looking for their perfect holiday, visits more than 27.5 websites and obtains multiple holiday quotes before making their booking.
The campaign deliberately uses clichéd stock footage and celebrates the long research process, encouraging consumers to make Travel Republic ‘The Last Click’ for the holiday they want at the best price.
Chief marketing officer Elliott Pritchard said: "We have targeted continued growth in an increasingly competitive market by investing in advertising to increase brand awareness and attract a broader audience of customers across all markets.