Aussie online travel retailer lastminute.com.au has launched a cheeky new campaign to celebrate last minute spontaneity.
Launched just ahead of the silly season, the campaign began today and features three hilarious ads (see below) that will run across TV, Radio, Outdoor, Social Media and PR with the tagline ‘live lastminute.com.au’ and is set to cheekily push the boundaries and stir Aussies to ‘FEEL IT. BOOK IT. TRAVEL’.
Check out the first ad…
According to Amanda Behre, Director of Brand Marketing, Wotif Group, “it’s all down to being spontaneous, having some fun and urging Australians to do something last minute“.
The campaign is the first major promotion the online retailer has embarked on since 2008 and is the result of a research piece undertaken by the company that identified 70% of customers surveyed are already booking on the same day, with 26% on their mobiles.
“This campaign is also about changing people’s mindsets of what exactly is ‘last minute’. For some people it’s booking a romantic getaway that night whilst for others it may be booking a week away to Hawaii a month before departure. Everyone is different”.
Amanda Behre, Director of Brand Marketing, Wotif Group
Now watch the second ad…
lastminute.com.au was originally founded by Lady Lane-Fox and Brent Hoberman in 1998 and was a part of the UK internet dot com boom of the late 1990s and was based on the European getaway idea.
In Australia it’s been the ‘go to’ site for Australians site for last minute travel for over 10 years, giving Aussies access to the great hotel, flight, holiday package, activities and car hire choices globally – right up until the lastminute.
The campaign targets consumers mindset rather than a specific age or traveller type by categorising the ‘lastminute traveller’ into three segments:
- The Crisis traveller: Going through a messy break-up or stressed out at work? There’s a deal for that.
- The Disorgansed traveller: Forgotten your partner’s birthday or your anniversary? There’s a deal for that: Get out of the doghouse with a luxe hotel stay.
- The Spontaneous traveller: the kids are at their friends house for the weekend and you FINALLY have a kid-free weekend: ‘#livelastminute’ book that five-star hotel stay.
Dare you watch the third? Go on… It’s brilliant.
Personally, I love these ads. Cheeky, hilarious and the kind of ads that cut through the clutter by making people chuckle and perhaps even impersonate them. Which is the point right? Create your own kind of moments, last minute style and make them memorable, forever.