has announced the appointment of BLM as its media planning and buying agency.
BLM Media was appointed following a six-way competitive pitch which included Naked, Vizeum, OMD, MGM, Smarter & Carat, and will work with lastminute.com on a retained basis. Vijay Solanki, lastminute.com’s UK Marketing Director, said that BLM were successful because they demonstrated a strong understanding of the business.
He comments, ‘BLM clearly understood our brand and corporate values. We are excited about working with the team who will bring fresh thinking, strong media planning and consumer insight to lastminute.com.’
BLM’s work with lastminute.com will start immediately and will include promotional work and market analysis.
The appointment coincides with the roll out of lastminute.com’s Valentines campaign. Developed by BANC, the new creative reflects lastminute.com’s irreverent and innovative brand personality, and demonstrates lastminute.com’s understanding of the real consumer dilemma when presented with Valentine’s Day - the huge pressure to select the right gift for your loved one.
Playing on this modern social issue, the humorous creatives present the consumer with clear, useful and inventive advice on what to select for your lover depending on the freshness or maturity of your relationship. The message is clear: whether you are in love or in lust, lastminute.com can help you select a gift for your lover.
The campaign will consist of above the line radio adverts, leafleting, distribution of lastminute.com branded bags of jelly hearts saying ‘keep someone sweet this Valentine’s Day’ and print advertising. It will be complemented by a PR drive that focuses on self-gifting - the US driven trend that sees consumers buying presents for themselves to celebrate Valentine’s Day.
Vijay Solanki, UK Marketing Director of lastminute.com comments: “This campaign highlights how we are evolving the brand, communicating breadth of product and engaging consumers using a variety of platforms from radio promotion through to mobile.”