A ‘Whatever Makes You Pink’ multi-channel advertising push by lastminute.com will be the brand’s first social-led campaign.
A new TV advert will also run from March designed to inspire people to travel and enjoy experiences.
The move comes as lastminute.com marks the 20th anniversary of the original website being unveiled in 1998.
Facebook and Instagram, including Instagram Stories, will carry short videos and specially created ‘Flamojis’ from this month. These feature the campaign protagonist, a Flamingo, created by ad agency Publicis London using CGI technology.
Highlighting how flamingos are born grey and then ‘turn pink’ by eating shrimps, the creative complements lastminute.com’s pink identity.
Extensive social media activity, centred around the hashtag #WhateverMakesYouPink, will be supported by multi-channel activity across the UK, France and Italy in an unspecified “significant” brand investment.
The campaign is set to run until the summer.
Head of brand marketing Elena Galli added: said: “We wanted to take a strong position on a cultural attitude, that modern living is full of endless distractions, meaning we waste time on things that don’t really matter.
“Travel frees people from this cycle and enables you to reconnect with the best of you.
“The ‘Whatever Makes You Pink’ campaign differentiates us from the more functional approach taken by many competitors and will resonate with our customers needs.”
Chief marketing officer Yannic Pluymackers said: “We wanted to create a campaign that would increase brand recognition, while driving at the same time real business outcomes and to maximise efficiency.
“That’s why we decided to combine a compelling creative storytelling concept with a social led programmatic/data driven approach. With the last one becoming increasingly relevant within our overall marketing strategy.”