Lastminute.com launches summer holiday ad push

LONDON - Lastminute.com is rolling out a TV ad campaign to encourage consumers to leave the recession behind and take a holiday abroad.

Lastminute.com: begins summer push
Lastminute.com: begins summer push

The TV, print, outdoor and social media campaign, by incumbent agency Karmarama, will promote exotic destinations such as Iceland, New Zealand and Peru.

The campaign, which launches this Friday, has been overseen by UK marketing director Mark Fells.

Fells said: "Lastminute.com is the defender of people's precious free time. The idea behind the ad was to shout about the change of the season and truly declare that winter hibernation is over."

Much of lastminute.com's recent marketing activity has focused on its long-weekend and city break products, encouraging consumers to take shorter, less costly holidays.

It continues the website's ongoing 'Good stuff' strategy, which positions lastminute.com as the best place for consumers to make the most of their free time.

In February last year, lastminute.com rolled out its first TV ad campaign in four years, featuring a "thumbs-up Mexican wave".

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).