lastminute.com seeks to boost role in online retail

lastminute.com is today launching a new, pan-European marketing campaign to position the brand as the ultimate online leisure, entertainment and travel retailer.

The Stories Start Here campaign, which will feature this new strap line, will demonstrate how lastminute.com helps its customers create unforgettable and inspiring stories that they’ll talk about forever.

The campaign reflects the fact that, while lastminute.com sells a holiday every fifteen minutes, it also now sells a theatre ticket every 26 seconds, a spa break every three minutes and millions of restaurant tables annually, making it more than a traditional online travel agent.

This is the first time that lastminute.com has rolled out a campaign and strap line that has been adopted across all eight of its European markets. 

In the UK, the campaign will run across TV, as well as in print and online media.  In European territories it will exist in print, outdoor and digital executions according to market requirements.

The first TV ad in the UK campaign will break on April 1st during Coronation Street on ITV1.

Mark Maddock, managing director, UK and Ireland said: “As Europe’s first online travel retailer, we changed the way people bought travel fundamentally and for good. 

“Our ethos was to give people a five star lifestyle for three-star cash.

“This campaign shows how we inspire people to make the most of their free time and how we now offer opportunities to get that same five star lifestyle across more than just travel products.

“We now see ourselves in the business of creating unforgettable stories, not just of selling holidays.”

To support the brand campaign, lastminute.com is also revamping its website, making it simpler, cleaner and easier to use.

It is also continuing to adapt the website for use in mobile and is plotting further moves to develop its suite of mobile applications which already enable customers to access thousands of products, wherever they are.