Lastminute reclaims its legacy in new digital-first campaign

Focuses on the ‘joy of booking a last-minute deal’

European Travel-Tech leader in Dynamic Holiday Packages (DP), lastminute.com is reinforcing its brand position in the market with its new pan-European, multi-channel marketing campaign.

The campaign has a playful yet powerful response to the adrenaline rush that can accompany late holiday bookings, especially for today’s time-poor families and busy professionals.

The campaign supports the delivery of lastminute.com’s differentiated brand strategy to deepen customer connections. 

It will be rolled out across digital platforms in its key European markets, including the UK, France, Germany and Italy. It will also be the first time it has launched brand marketing in Sweden, marking a strategic step into a growth market with digitally savvy travellers.

Leveraging key insight that lastminute.com customers often tend to book within 30 days of departure, along with the highly targeted brand investment, the campaign aims to drive bookings during the summer campaign period as well as build awareness of the brand and grow consideration of its products for long-term growth.

Chief Executive Officer, Alessandro Petazzi, said: "In a landscape as competitive as the European travel market, it's important to be distinct and not blend in with the crowd. 

“I see a lot of players trying to dabble with the last-minute travel concept in their marketing, but this is our expertise. We’ve been doing it for a long time now and doing it well.

“We are owning our brand name, lastminute.com, like never before to further develop that emotional connection with our customers. We want them to understand we are their trusted holiday provider, whatever the time pressure, offering convenience alongside value that extends well beyond the booking.”

“Consistency of message is crucial”, according to Chief Marketing Officer, Paul Cumiskey, when positioning lastminute.com as the home of last-minute holiday deals throughout all customer touchpoints.

“The strategy behind the campaign was to reassure holidaymakers looking for a summer holiday, that they can come to us to book a great deal, whatever the timing. In a typical tongue-in-cheek way, we are saying to customers, “Don’t be stressed if you haven’t organised the whole family yet”, there will be an incredible trip waiting for you, even if you’re flying the next day”.