A £1.8 million marketing push by LateRooms.com will see more TV advertising as part of wider promotional activity.
The campaign will feature new versions of two of last year’s mini-series of adverts under the ‘It’s Going To Be A Great Night’ tagline, showing the excitement of a die-hard Chris de Burgh fan and a young football supporter when they find out they’ll be going to see their heroes perform and play.
The TV ads campaign will be supported from Monday by new out-of-home activity which will see the ‘great night’ focus on super-fans who travel around the country, going to any lengths to see their hero or engage in their passion.
The creative features Viking re-enactors and tennis nuts, as well as super-fan goths and sci-fi enthusiasts taking their fandom to the next level in preparation for a ‘great night’.
TV adverts, video-on-demand and other activity will run throughout April on terrestrial and digital channels, supported by posters in Manchester, Birmingham, Edinburgh, Cardiff and Leeds.
Other activity includes Premier League match day perimeter advertising during April and May.
This follows an integrated brand campaign last November which saw the brand return to TV after a three year absence.
The campaign resulted in an increase in brand impressions of more than 80% as well as a 25% uplift in downloads of the company’s app.
The brand’s social channels also saw visits grow by 32%, with mentions up more than 10% on pre-campaign levels.
LateRoom.com head of marketing, Georgina Crosswell, said: “We all get excited when we know a great night is on the cards, and some of us take that excitement to a whole new level.
“This campaign is a celebration of those super-fans who are passionate and proud about their interests and hobbies, going the extra mile to create a truly memorable experience.
“The out of home campaign uses visually arresting imagery showing the contrast between these super-fans, wrapped up in their own world while the everyday continues on around them.
“The shots are incredibly honest and have a very British sense of humour.”