Lastminute.com will launch its new brand positioning under the banner “do more good stuff” with a TV campaign this weekend.
The campaign, designed by Karmarama and bought by Manning Gottlieb OMD, uses a ‘thumbs-up’ action which flows between people Mexican wave style and will appear in sequence across ITV, Channel 4 and Channel 5 to mirror the creative theme.
The campaign is the first marketing to emerge from the brand since marketing director Julie Davidson announced she was leaving to join Boots this month (MW Jan 12). Group marketing director and interim managing director for lastminute.com is former Honda marketer Simon Thompson.
The new branding theme “good stuff” has been created as a long-term “platform” for brand communications to send the message that lastminute.com is a “facilitator of fun and excitement.”
Press ads trailing the TV ads are booked to run in the weekend national press and ‘commuter’ press.