Media: Strategy Analysis - Lastminute living for the modern age.(Lastminute.com PLC marketing strategy)

 
Brand: Lastminute.com 
Client: Mat Hart, marketing director, Lastminute.com 
Brief: Create deeper engagement with the Lastminute.com brand using the 
idea of 'living every last minute' 
Target audience: Defined by attitude more than by demographics: young at 
heart, with a passion for getting the most out of life, and with 'early 
mainstream'techno-tendencies 
Budget: Approx. pounds 30,000 (book) 
 
AGENCIES 
Strategy: Branded 
Book: Branded, The Joined Up Company, Mark McCallum 
Microsite: Burn, Branded 
Films and videoblogs: Huge, Branded 
Media: Smarter 
Creative: Big Al's Creative Emporium (offline), Burn (online) 

The diverse range of leisure-time products sold by Lastminute.com - holidays, flights, sports and theatre tickets, and gifts in the UK - allowed the company to develop a unique positioning among its loyal customers as a complete 'leisure-time enabler'.

However, as the online travel and leisure markets have boomed over recent years, so Lastminute.com has grown to attract more mainstream customers each year.

While its loyal 'early adopter' customers already know the brand and its products well, these new 'early mainstream' customers lack that same brand familiarity and brand engagement.

Research showed that many of us believe today's technology is simultaneously a good thing and a threat to our potential happiness. It also revealed another insight that underpins the 'lastminute living' idea - that people are increasingly concerned with what they can put into their memory bank, rather than their money bank.

Another finding was that there was a low level of awareness and engagement with Lastminute.com's full range of products. Lastminute.com required a more emotional brand idea that could span its entire product range - beyond just travel products - to engage new customers with the brand.

EXECUTION