lastminute.com

lastminute.com

February 27, 2009 08:36 ET

lastminute.com Dominates Our Screens on 28th February With a UK Media First

New brand campaign kicks off with one night only three-channel extravaganza

LONDON, UNITED KINGDOM--(Marketwire - Feb. 27, 2009) -

Editors Note: There is a photo and a video associated with this Press Release.

On 28th February 2009 leading online travel and leisure retailer, lastminute.com is showcasing a first in UK media buying. Three 60 second advertising slots, bought by Manning Gottlieb OMD, will run in sequence on different channels to allow the new Thumbs Up (lastminute.com's version of the Mexican wave) ad creative to have a knock-on 'wave' effect through ITV, Channel 4 and Five.

This pioneering advertising experience marks the launch of lastminute.com's new brand platform - do more good stuff. The basis of the creative is that lastminute.com helps people make the most of their free time with new and unexpected ideas for every single day; essentially encapsulating the very essence of the brand's values.

At the core of the ad creative is the 'thumbs up' action, which flows between individuals, friends, families, couples and crowds all giving the thumbs to camera as we join them in the midst of enjoying all the good stuff lastminute.com has to offer. The Mexican wave inspired thumbs up compilation has a fresh and fun, all-be-it mesmerising effect as it goes from gigs and shows to rollercoaster rides and diving.

Simon Thompson European Managing Director, lastminute.com said, "This media first emulates the essence of lastminute.com, the excitement at the heart of our experiences and our constant hunt for innovative, inspiring offerings. We know our customers enjoy new ideas so felt this interactive and action platform was the perfect way to assert our TV comeback. Effectively this is new form of digital marketing (generating a sequence of movement through TV channels) and gets the audience involved by changing channels to carry on the 'wave' of lastminute.com lovers enjoying their good stuff."

Matthew Wigham, Head of Broadcast at Manning Gottlieb OMD, said, "Working with ITV, Channel 4 and Five, to deliver sequential advertising across all three stations; to align the ad breaks; and guarantee the non movement of spots, is unprecedented, and a huge feat for all involved."

Good stuff is a long term vision and its aim is to elevate lastminute.com above its competitors. The platform reasserts the brand as the facilitator of fun, excitement and will help to ensure the site offers fresh, cutting edge content that will really engage with the lastminute.com customer.

To get the public to play along we will advertise this unique media moment in commuter and weekend National press, informing them of what we're up to, and most importantly how they must tune-in to witness and join in this one night only, 3-channel extravaganza,' explained Sid McGrath, Planning Partner at lastminute.com's advertising agency Karmarama.

Newly appointed agency, Shine Communications will create integrated traditional and digital PR campaigns for the brand on a six figure annual budget, starting with the launch of a large scale piece of experiential activity launching end of February.

The campaign is part of major new through-the-line investment in lastminute.com that focuses on creating deeper consumer understanding of the brand and how lastminute.com helps people make the most of their free time with new, creative and unexpected ideas and experiences for every day.

Despite the doom and gloom of the current economic climate, lastminute.com is giving the UK a taste of the good stuff as it launches its first ever live retail spaces, the first opening in London's Covent Garden on the 2nd & 3rd March.

From FREE massages and manicures, live cooking demonstrations, tasting sessions with some of London's biggest chefs to live theatre and music performances by well known British acts, there's something for everyone at the good stuff store. If that's not enough there will be prize giveaways to the first customers through the doors, and to top it off, there's an option of a complimentary cab journey, so people can to take some good stuff home with them thanks to lastminute.com.

Who is lastminute.com?

lastminute.com pioneered the online travel and leisure industry by offering people a 5 star lifestyle for 3 star prices, selling everything from flights, hotels, gifts, gig tickets, restaurants and theatre tickets.

lastminute.com exists to help people make the most of their free time with new, creative and unexpected ideas for every single day.

Since its birth in 1998, conceived by the vision of cutting edge entrepreneurs Brent Hoberman and Martha Lane Fox, lastminute.com has come a long way. We now operate in 13 European countries and also in the USA.

In July 2005, lastminute.com and its group of companies including car rental gurus Holiday Autos and travel agents' best kept secret Medhotels.com all joined the Sabre Holdings Group.

To view the video associated with this release, please visit the following link: http://www.youtube.com/watch?v=AqyIoenC4cM.

To view the photo associated with this release, please visit the following link: http://www.marketwire.com/library/20090227-LM8000227.jpg.

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