LateRooms.com is returning to TV advertising as part of a £5 million promotional push, following its sale by Tui to Cox & Kings.
The multi-channel campaign is to appear just weeks after the acquisition, with the first ads to be screened on Sunday during the X Factor on ITV.
Four different 30-second adverts focus on the excitement found in the anticipation of a great night.
The ads will run across a terrestrial and multichannel mix between November 15 and December 13, backed by PR, social and online, plus supporting activity on YouTube and Spotify.
Spotify users will be able to access playlists, while there will be pre-roll and display advertising on YouTube.
Hugo Kimber, Cox & Kings’ Europe division executive chairman, said: “The LateRooms.com brand is an incredibly valuable asset in its own right, and investing in this is key to the success of the business.
“Authorising a fully integrated advertising campaign was one of the first actions taken post-acquisition, and is testament to Cox & Kings’ commitment to investing in the vibrancy of the brand.”
LateRooms.com head of marketing, Georgina Crosswell, said: “These adverts perfectly capture the moment of uncontrollable excitement and anticipation that we all experience when we know that a truly great night lies ahead.
“Placing LateRooms.com in the consumer’s mind at this point – when they first decide or discover that they’ll be going away – taps into the very first moment that the brand becomes relevant for them, which is precisely where we need to be.
“This moment is also charged with anticipation and excitement, and gave us a great opportunity to have some fun in getting across the brand’s unique personality and tone of voice – something this campaign has done a stellar job of doing.”
“The speed with which the whole campaign has been created and delivered – just 30 days from appointing a creative agency to airing on TV, as well as across all marketing channels – is unprecedented, and we’re very proud of the result.”