lastminute.com

Background

Lastminute.com is one of the UK’s oldest, most well-established and most-loved digital travel brands and has been helping people have brilliant holidays for over 25 years. It is also one of Sunny Side Up’s longest standing clients.

Objective

SSU’s campaign work for lastminute.com is focused on two elements:

• drive sales through deals
• amplifying the company’s partnerships: Tour de France, London Eye and Madrid Pride.

Insight

Lastminute brings a genuine and unique kind of energy to travel planning.

Strategy

Brand-building: excite fun-loving millennials and family audiences about the ‘pink buzz’ element of the brand.

Activity

From challenging consumers to virtually pedal through the Tour de France route on London’s South Bank, recruiting LGBTQIA+ content creators for a Pride-themed boat party, creating destination guides with influencers across France and Denmark, to hosting beauty masterclasses on the London Eye, lastminute.com’s name has moved well beyond the traditional travel space.

Underneath these set-pieces we also deliver a fairly hectic press office, making sure lastminute’s regular and steady drumbeat of consumer deals make it into the travel press/pages.

Results

On average SSU is securing more than 300 pieces of earned coverage for each campaign year.

This content connects the brand to their key partners, placing lastminute.com front of mind as THE site to book city and beach breaks near and far, aligned with major sporting occasions and iconic venues, whilst championing a proud DE&I ethos.