Lastminute.com first launched at the height of the dotcom boom, and is still going strong despite selling in 2014 to a European OTA for £76m, a fraction of the £577m paid by US travel company Sabre almost a decade earlier.

According to a YouGov poll, nearly 80% of UK consumers are aware of Lastminute.com, making it sixth on a list of 35 travel brands, above rivals Booking.com but behind Expedia and Trivago.

The brand is now looking to change consumer perception from being a provider of cheap holidays to a creator of “memorable experiences” with a pan-European digital and TV marketing campaign ‘Whatever makes you pink’.

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