Seven years after acquiring Lastminute.com.au Wotif finally invests in above the line marketing

November 4, 2015 8:55

Seven years after acquiring spontaneous travel website Lastminute.com.au Wotif is finally investing in the brand with its first mainstream marketing campaign.

The new campaign is based around different characters making irritating noises and runs with the tagline of Live Last Minute.

Wotif director of brand, Amanda Behre admitted the support for Last Minute had been a long time coming, with the brand surviving on search and channel marketing since 2008.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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1 COMMENTS

The Truth 4 Nov 15

Why would you buy a brand and not invest in it?

Let me guess – they will spend some money on advertising, see awareness and sales pickup, and suddenly proclaim themselves as geniuses for turning around a business they neglected. No mention of them ignoring it in the first place. Bonuses for everybody!!

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