Cheeky lastminute.com Campaign Makes Booking a Summer Break Simple

lastminute.com the European travel tech leader in dynamic holiday packages, launches its summer campaign, ‘It’s Never Too Late to Book a Holiday,’ today, created by the full-service advertising agency Trouble Maker. The digital campaign will run across social and digital channels in the UK, Ireland, France, Germany, Italy and Spain, driving consideration of their value holiday deals. 

Marking the agency’s first piece of work for lastminute.com after winning a competitive pitch earlier this year, Trouble Maker was briefed to create a social first campaign that appeals to customers seeking reassurance when booking last-minute holiday packages. Understanding how busy life can become, the campaign cheekily reveals to      consumers, predominantly families and couples, that it’s never too late to book a last-minute holiday deal.

Playing on urgency, the creative consists of humorous social-first assets where holiday goers are encouraged to find a last-minute holiday, no matter the location – whether in the office loo, travelling in a busy bus or at the school concert. The creative scenarios were inspired by early research into the strangest places where people book holidays. Influencer-led content will also play a part in reinforcing this message. 

The assets will establish lastminute.com as the all-in-one platform that offers holiday-goers with last minute holiday package deals.

Ruchika Kalra, brand director, lastminute.com comments, “It’s been brilliant working with the team at Trouble Maker to kick off our summer campaign. This campaign marks the first step in our new brand strategy, emphasising our identity as lastminute.com – the home of last-minute holiday deals. We’ve played with some key consumer truths about booking last-minute holidays and hope it resonates with the consumer.”

Jonathan Fraser, chief strategy officer at Trouble Maker adds, “We wanted to create a campaign that would help lastminute.com stand out from its competitors, establishing them as the number one choice for last-minute package holiday bookings. To achieve this, we’ve harnessed our unique blend of strategy, creative and media to drive awareness, consideration and earned media across France, Germany, Spain, Italy and UK.”