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lastminute.com.au and Eleven partner in experiential holiday campaign

Lastminute.com.au has launched a ‘Cards of Spontaneity’ game in a bid to inspire Australians to book a spontaneous holiday before the end of the year.

Cards of Spontaneity

The integrated campaign was the result of a collaboration between the company and PR firm Eleven with the goal of gamifying the holiday experience. The cards ‘work’ by asking players to pick selections from the ‘I Wish I Could’, ‘At’ and ‘With’ categories to create a combination of holiday activities, destinations and friends.Cards of Spontaneity

 

The Facebook aspect of the campaign is complemented with a competition that invites participants to watch a companion video, take a screenshot of their three card combination, identify their travel buddy and post the results in the Comments thread along with a 25 words or less on why their trip would be the best.

Lastminute.com.au has partnered with Nova 96.9 for the campaign to allow customers to collect their set of cards through Cassanova crosses.

Cards of Spontaneity competition

Cards of Spontaneity competition

Research conducted by lastminute.com.au found 52% of Australians said work inhibits being spontaneous and 62% said they love routine.

Director, brand and marketing at lastminute.com.au, Amanda Behre said the campaign was designed to encourage Australians to take a last minute holiday before the end of the year.

“This campaign is designed for sharability, to get people out of their comfort zone and get them thinking about travel and experiences in a new and exciting way,” said Roberto Pace, managing director of Eleven.

The campaign will also be influencer-led and roll out across social media and radio.

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