Lastminute goes back to basics with new brand campaign

by Lee Hayhurst
by Lee Hayhurst
March 28, 2012 01:49 PM GMT

New lastminute.com brandingLastminute.com has signalled a return to its founding principles with a new brand campaign.

The online travel retailer says it will return to its roots of offering 5 star luxury for 3 star prices at the last minute.

Starting on Saturday (March 30) a print and outdoor advertising campaign will kick off in London targeting the capital’s commuters.

The move comes after a number of recent attempts to re-establish the brand with consumers including the targeting of other suburban centres including Manchester and Birmingham.

But the latest branding is a back to basics attempt to revitalise the principle that lastminute.com is known for of making the unattainable attainable.

The campaign will feature ordinary people in extraordinary locations, lastminute.com said.

As well as profiles in the press and around London, the new campaign will feature on lastminute.com’s Facebook page and Twitter stream.

Kathy Maxwell, head of brand and PR at lastminute.com, said “To us, this creative is more than a rebrand, it marks a transformation of our business, our next chapter.

“We have identified our core value proposition and are focused on letting people know why they should come to us.”

“The ads feature normal people proudly showing off in their amazing environments lastminute.com has provided for them, from amazing hotels to front row theatre seats, and gorgeous spas.

“For us that image embodies how we want our customers to feel. We want to inspire a nation of ‘prouders’ – customers who are proud of the experiences they book through us and suppliers who are proud to work with us.”

The new campaign has been created by agency adam & eve who were appointed in January.

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