Seven years after acquiring Wotif finally invests in above the line marketing

Seven years after acquiring spontaneous travel website 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


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