Online Travel Agent lastminute.com is launching its first ever pan-European television campaign.
The new advert will first air in the UK, Italy and France on June 19 under the theme ‘love every minute – live lastminute.com’.
The campaign aims to establish lastminute.com as the travel and lifestyle brand of choice and is designed to celebrate the exhilaration in making the most of every minute while away.
It follows the acquisition of lastminute.com in March by Bravofly Rumbo Group, which was rebranded to lastminute.com group last month.
It is the first time the business has invested heavily in a television advertisement across multiple European markets, and the campaign looks to further grow awareness of both the brand and its products as well as drive ‘qualified’ traffic to its sites and apps across Europe.
Fabio Cannavale, chairman of lastminute.com group, said: “These three markets combined currently represent 65% of the group’s revenues – and aims to further bolster our competitive position by making lastminute.com the lead brand within the lastminute.com group.
“The cinematic and inspirational minute-themed campaign completely reflects our spontaneity and our commitment to inspire and simplify the life of more than 10 million customers travelling with us every year.
“We provide them with the widest selection and the simplest way to make the most of every precious moment of their life, wherever and whenever they want it.”
The advert, shot in Croatia by director Martin Krejci with production company Stink, tells the story of a couple who live for the moment and cram as many unforgettable moments as possible into one minute.
The ad, created by adam&eveDDB, will air across wide reaching national channels.
Along with the campaign strapline ‘love every minute’, the new ‘live lastminute.com’ brand tagline is also revealed for the first time in the advert and will now be rolled out across all customer touch points.
The campaign will be supported by extensive social media activity, centred around the hashtag #LoveEveryMinute.