today launches its Spring Campaign that uses fresh and imaginative creative to inspire customers to take weekend breaks across the Spring period.
The results of lastminute.com’s customer insight research show that consumers want to feel, as they work ever harder, that they are making the most of their weekends.
Consumers also want to feel that they have done something special, different and memorable that they can boast about to friends and colleagues, and so lastminute.com challenges them to “Come back from your weekend with a great story”.
These core messages build on lastminute.com’s October Campaign that promoted a better work-life balance by making the most of the two days that count.
The campaign also uses a new strap-line, “enjoy every lastminute.com”, that acknowledges how people are increasingly working longer hours, and encourages them to get the most out of their leisure time with lastminute.com.
Developed by Banc, the spring creatives reflect lastminute.com’s brand personality with their irreverent but informed edge. The weekend offers are cleverly profiled via tongue-in-cheek titles and playful images of popular novels.
There will be extensive online marketing through onsite promotion, editorial features and promotions with on line partners, affiliates and an online campaign on Channel4.com. lastminute.com will also launch its biggest off-line adverting push in recent years. It will include a significant presence in the form of Underground posters, press advertising in key publications and branded post cards.
Radio adverts will also run on several consecutive Mondays to inspire those with even the worst Monday blues. In addition, and true to cutting-edge form, lastminute.com will be launching an SMS campaign with the post cards, and an MMS promo on their web-site to encourage the use of their multi-platform capability.
Vijay Solanki, UK Marketing Director of lastminute.com comments: “With the growth of the ‘experience economy’ consumers are demanding more from their leisure time. They want to come back from weekends with a story to tell and this campaigns reflects this.”