The new brand campaign by Havas Worldwide was inspired by Lastminute.com.au’s three key customers – spontaneous travellers, disorganised travellers and crisis travellers- and seeks to encourage these consumers to ‘Live Last Minute’.
The campaign highlights a range of unique travel experiences, aiming to encourage Aussies to live in the moment and break free from tedious holiday planning. With a series of tongue-in-cheek storylines across social, radio and digital, the new campaign is sure to get tongues wagging.
Wotif Group director of brand marketing Amanda Behre said, “Lastminute.com.au has been the ‘go to’ site for Australians for last minute travel for over 10 years so we are incredibly excited about to bring this new campaign to life and celebrate the brand’s original personality; something the creative certainly does in spades. It’s been fantastic to work with a creative agency who isn’t afraid to challenge us and I think we’ve ended up with a brilliant campaign because of it.”
Havas Worldwide Australia CEO Anthony Gregorio added, “We love Lastminute.com.au’s attitude and fearlessness.”
“It’s rare to get a client who is so willing to do something really different and it inspired us to deliver a campaign that definitely lives outside the box. We’ve come together at exactly the right time and its has been great working with the team to deliver some really creative, original work that speaks to Lastminute.com.au’s bold way of thinking.”
Havas Worldwide exec creative director Tim Green also commented on the campaign, “We wanted to let people understand that an impulse to travel had in an instant can be matched with a deal for a destination that keeps the impulse alive. Lastminute.com.au really pushed us to explore the real reasons people are travelling on a whim, we could only oblige.”
Launching this week, the ‘Live Last Minute.com.au’ campaign is the first major investment in the lastminute.com.au brand since the Wotif Group acquisition in February 2008.
Created by Havas Worldwide Sydney, the integrated ‘Livelastminute.com.au’ campaign will be live in the Australian market throughout November, with a strong presence occurring across radio, out of home, digital, social media and PR.