, the leading travel and leisure web-site, has launched a brand led marketing campaign that sees lastminute.com take ownership of the weekend with a “keep weekends sacred” focus.
The campaign plays on the struggle to achieve a better work/life balance and encourages the public to make the most of the two days that matter through a range of inspirational products at great prices available onsite.
Online activity is extensive with a number of key partnerships in place including an AOL weekend exclusive, a prominent feature on the travel homepage of Tesco.com and a special page on Tiscali highlighting products from the promotion.
lastminute.com has also secured a presence on the BT Broadband landing page which goes live this week, and has a branding campaign running with Yahoo featuring a homepage brand panel, travel tear in the travel section and creative in Yahoo mail.
The integrated campaign also includes a PR drive, radio adverts featuring Smack the Pony’s Doon Mackichan, as well as outdoor and ambient advertising which reflect the cutting-edge inspiration and wit that has always identified the lastminute.com brand personality.
Vijay Solanki, UK Marketing Director of lastminute.com comments: “We know our customers use lastminute.com to plan their weekends. This new campaign celebrates the weekend with true lastminute.com inspiration and irreverence.”
He adds: In addition to the adventurous executions from Quiet Storm, we are making full use of different media types including mobile, on-line viral and are building marketing partnerships like AOL.”