LateRooms.com Crashes In with Latest Campaign from Mother London
LateRooms.com and Mother London have teamed up yet again to launch the hotel booking site’s latest TV campaign featuring an all new brand character.
Following the ‘It’s Going To Be A Great Night’ campaign, which was created by Mother and launched in November last year, running until June this year, LateRooms.com will return to TV screens from Sunday 21 August with two new adverts, designed specifically to support the brand’s upcoming and future sale activity.
The ads will air for just under two weeks to coincide with the LateRooms.com sale - which runs from 21 to 31 August - and feature across a terrestrial and multichannel mix, reinforced by PR, Social and Online activity, as well as Broadcast VOD.
The campaign builds on ‘It’s Going To Be A Great Night’ to this time look at hotel bookers mid-trip, and asking the question ‘How could this night get any better?’
The answer comes in the form of an all new LateRooms.com brand character who crashes into the bedrooms of hotel guests to spread the joy that comes in knowing your room has come with up to 30% off.
Georgina Crosswell, Director of Marketing at LateRooms.com, said: “Whilst we set a clear brief that these adverts needed to make the sale message the unashamed hero of the campaign and provoke a direct response from viewers, we were also extremely conscious that they needed to capture the distinctive and playful tone that we’ve created for the brand. There was no room for a stuffy, dry sale ad. Our fun loving character (we’ve christened him Colin) is the life and soul of the party, lighting up the hotel rooms he crashes into whilst perfectly communicating our clear sale message for viewers.”
Two adverts have been produced for the campaign – each with both a ten and 30 second execution - and feature a group of 30-somethings on a stag party, as well as a lone businessman in need of some R&R at the end of a long day. Each of the adverts shows the up to 30% off character crashing into the hotel rooms to spread a little LateRooms.com love.
LateRooms.com and Mother joined forces with the same production team that created ‘It’s Going To Be A Great Night’, working again with Tantrum as well as acclaimed comic Director, Stephen Pipe.
Chris Gallery, Joint Head of Strategy for Mother London, said, “Our LateRooms.com clients laugh in the face of boring sale adverts. Even though 30% off is a serious offer they challenged us to make a campaign that could make people laugh.”
Georgina Crosswell added, “It was important that these ads felt like a continuation of the brand campaign and took the ‘It’s Going To Be A Great Night’ story further. Marcus Brigstocke, who has again provided his own take on the action for the voiceover, really helped us to tie the two campaigns together and helps us to bring to life the brand’s unique sense of comedy and tone of voice.”
Creative Agency: Mother London
Director: Stephen Pipe
Production Company: Tantrum
Category: Services, toursim , Travel