IT’S NEVER TOO
LATE TO BOOK
PERONI
Every holiday company campaign looks the same.
They sell the dream from beautiful places and moments you could experience, to cliched imagery of happy family and
slow motion dive bombing.
Not only this, lastminute.com must constantly battle the popular notion that booking earlier is where all the best deals get snapped up. Naturally, the fabric of our brand DNA stands in opposition to this.
The key was to understand that we don’t sell holidays, we sell relief when you realise you still haven’t booked your holiday. It doesn’t matter how late it is, we’ve got a great deal for you. This is the thing that is completely unique to lastminute.com and will help us break free from the category clutter and create…
A through the line campaign, based on the quirky, serendipitous, random reminders in life, that make you suddenly realise you STILL haven’t booked that summer holiday.
The beauty of the idea was that it was easily relatable to our two major holiday booker audiences, from families to couples.
Not only did the campaign outperform media efficiency measures, it also contributed 1 billion impressions through digital, and 300M impressions in TikTok, as well as delivering on commercial impact…
This was a stand-out digital campaign which showed you can influence perception and brand reappraisal as well as impacting commercial return.
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