Lastminute.com fights 'inner critic' for summer ad blitz

Lastminute.com is aiming to take the stress and worry out of late holiday bookings, with the launch of its summer campaign, continuing the theme of its “Never Too Late to Book”.

Created by agency Trouble Maker and produced by Aggy Media, the campaign centres on the fact that, despite holidays being one of the most important times of the year, often the act of booking is deprioritised as life, work, kids, and second-guessing get in the way.

In response to a recent YouGov report which revealed that nearly three-quarters (71%) of Brits find booking a holiday stressful, the campaign positions lastminute.com as the brand that shuts down their inner concerns, offering value, reassurance and great deals, even when time is not on their side.

The digital-only activity aims to dramatise this inner critic with a stressy, exaggerated voice that is silenced with one simple action: securing a great holiday deal on lastminute.com.

The creative campaign will be rolled out across digital platforms in key European markets, including the UK, France, Germany, Italy and Sweden.

Lastminute.com head of brand and PR Zoe Fidler said: “This campaign speaks directly to the realities of our value-seeking audience – holidays are an important event they look forward to but juggling kids, work and everything in between often means the act of booking is deprioritised and pushed to the bottom of the to-do list.

“We know how stressful booking a holiday can be – the pressure to get it just right, the fear of missing out on the best deals, the guilt of leaving it too late. But life’s busy, and sometimes plans don’t come together until the last minute, and that’s absolutely okay.

“At lastminute.com, no one should feel stressed or overwhelmed when booking later than planned. We’re here to make sure that whenever you are ready to book, you can do so with confidence and always get a great deal.

“This campaign builds on last year’s situational ‘Never Too Late to Book’ message, evolving into a more emotionally driven approach that helps people feel relaxed and reassured, knowing they’ve secured a great holiday deal, even if it’s at the last minute.”