The campaign has been created by Banc following the resignation of the Lastminute.com account by Quiet Storm last year and challenges travellers to "Come back from your weekend with a great story".
It is the result of research conducted by Lastminute that found consumers want to feel that they are making the most of their weekends. The campaign is to run through affiliates and on Channel 4's website, as well as on the London Underground, on postcards and press ads in key titles.
There will also be a radio campaign running on consecutive Mondays to tap in to the back-to-work blues.
Vijay Solanki, UK marketing director of Lastminute.com, said: "With the growth of the 'experience economy', consumers are demanding more from their leisure time. They want to come back from weekends with a story to tell and this campaign reflects this."
The online, radio and press activity begin this week, with outdoor being launched next week. Media planning and buying is through BLM.
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