lastminute.com is embarking on the latest phase of its summer campaign in a bid to establish itself as the UK’s top online travel company.
As the lucrative August period gets underway, the online travel retailer has teamed up with marketing agency spf15 to extend its ‘Unleash Summer’ campaign.
As part of the campaign, mini magazines will be inserted into The Sunday Times, Marie Claire and Look magazines and with Ocado deliveries throughout August. From mid-August, lastminute.com will also have a prominent point of sale presence at 100 Superdrug stores. These channels will then drive consumers to sign up to a dedicated website at www.unleashsummer.com.
A key target for the campaign will be the female market. Also high on the agenda is deeper penetration in urban markets such as London, Manchester, Birmingham and Leeds.
Managing director of spf15 Tamara Gillan explains that the campaign focus is two-fold, trying to catch people who are waiting to grab late August holiday deals, but also pushing lastminute.com’s lifestyle proposition.
Gillan comments: “By securing relationships with partners, we are able to cost-effectively extend the reach and depth of the campaign and add credibility to the lastminute.com brand.”
spf15 has worked with lastminute since December 2006. Clients include Orange, Charles Worthington and Red Bull.