Lastminute.com launches Mexican wave
Category: Creative work | 26th Feb 2009
A leading travel firm will return to television advertising for the first time in four years on Saturday February 28th with an innovative marketing campaign.
Lastminute.com will broadcast its Mexican wave advertisement, which features people giving the thumbs up in a series of international locations, through consecutive breaks on ITV1, Channel Four and Channel Five a minute after each other.
Influenced by the style of internet viral marketing campaigns, the ad is a one-off stunt and will be preceded by a series of spots designed to raise awareness of Saturday's initiative.
Simon Thompson, chief marketing officer at Lastminute.com, explained why the company had chosen to return to television advertising.
He told the Guardian: "The first point is that the economics now add up. The inflation of digital marketing per se, the [falling] cost of TV and the return on investment and reach means the costs are not dissimilar."
The travel firm also announced that this will form part of its "do more good stuff" branding theme, which will attempt to install a connotation between the company and "fun and excitement".
HS&P's creative team is led by Andy Barwood, Paul Zeidler and Lindsay Jones. Award-winning, integrated creatives, working with strong online and offline production teams to deliver their ideas.
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