lastminute.com is ramping up its onslaught to become the UK’s number 1 online travel company, by using marketing agency spf15 to extend ‘Unleash Summer’ through partnerships & below the line activity launching this week.
spf15 has negotiated a number of key partnerships to connect with women and provide deeper penetration in urban markets such as London, Manchester, Birmingham and Leeds.
The activity breaks throughout August, inspiring consumers to use lastminute.com to make the most of every single summer’s day.
The watchword of this campaign is ‘inspiration’, enthusing and giving ideas to consumers, establishing a positive connection to the brand.
To this end, relevant brand partnerships have been carefully negotiated by spf15 to position lastminute.com as the place to be this summer, meaningfully promoting summer and lifestyle offers in new and engaging ways. These partners include Ocado, View, Marie Claire and Look Magazines, and Superdrug.
Media added-value exceeding a whopping £750,000 has been achieved by utilising partnerships to radically extend the reach of the campaign. Much of this media money can’t buy, so this provides unique opportunities for lastminute.com.
Tamara Gillan, Managing Director of spf15 explains why this approach works, “By securing relationships with partners, we were able to cost-effectively extend the reach and depth of the campaign and add credibility to the lastminute.com brand.”
These various channels also drive consumers to sign up at http://www.unleashsummer.com/, which in turn provides personalised emails.
Designed by Steel London, these provide a complete range of travel and lifestyle content and offers available that week. Regional content is provided by View supported by co-branded, regionalised mini-sites, which in turn further increase regional penetration.
Advertorials and mini magazines feature an emotively engaging and entertaining mix of content designed to get consumers in the mood for summer.
These mini-mags were developed by spf15 in partnership with Zone, implementing content from all partners. These are to be inserted in The Sunday Times and Look Magazine, and with Ocado deliveries in August. Furthermore promotional banners will fly on all partner websites to drive up online traffic, with communications also sent to partner databases via email.
A first for the online travel service will be a high street presence through Superdrug, with lastminute.com point of sale at 100 stores. A well designed co-branded beach bag will also be given away, again providing positive associations with summertime and lastminute.com.