BITE Insight

When you’re trying to book a holiday, how do you know who to rely on? When you search for cheap holiday deals and endlessly trawl through the millions of offers, who do you turn to for the best?

When the brand launched in 1998, lastminute.com was the ultimate category disruptor, so loved it’s almost become part of our common parlance. But, as it celebrates its 20th anniversary this year, the brand has had to fashion a new identity to stand out in the saturated and competitive online travel market.

Lastminute.com worked with Publicis London to relaunch the brand across Europe and reposition it as a creator of memorable experiences. The multi-channel campaign was delivered across five European markets, UK, France, Germany, Spain and Italy with hyper-contextualised, mobile-first content.

The focus of the campaign was on social and digital with shortform videos created for both Facebook and Instagram. Publicis has also created a range of ‘Flamojis’ (flamingo emojis) featuring the campaign’s star, which have been downloaded via Giphy over 81.7 million times. The new work suggests that flamingos turn pink doing what they love, eating shrimp, so we should all discover what makes us pink.

The rebrand goes further than a search platform, using a combination of Google search data and Publicis’ own data tools to establish which holidays and which destinations each market prefered. For example Brits favour all-inclusive beach holidays while the Italian’s want to travel domestically and the French are more keen on half-board island hops. Publicis also worked with native speakers in each market to establish a tone and messaging that worked accordingly for each audience.