Seven years after acquiring Lastminute.com.au Wotif finally invests in above the line marketing
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.
“We have not invested heavily in this brand over the last six years, but over the the last six months there have been some significant changes,” Behre said.
Wotif has finalised the development of the Last Minute app, and upgraded the website, two factors crucial for the future success of the brand.
“A significant share of bookings new come through mobile,” Behre said.
The campaign includes video and radio to drive brand awareness as well as out of home and was created by Havas Worldwide.
Behre said the creative focused on three target markets – crisis travellers, disorganised travellers, and spontaneous travellers.
“Awareness is not as high as we would like,” she admitted. “We’d like to see an significant uplift.”
The campaign runs through to the end of November.
Simon Canning
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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