Travel tech firm Lastminute.com is tackling the stress of holiday booking with a new ad that looks to respond to the needs of today’s “time-poor families” and busy professionals.
Crafted by creative agency Trouble Maker, the work forms the latest instalment in the platform’s ‘Never Too Late to Book’ brand platform, first launched in 2024.
The campaign will be centred on what Lastminute.com call “a relatable truth”, that despite holidays being one of the most important times of the year, often the act of booking is deprioritised as life, work and kids get in the way.
“We know how stressful booking a holiday can be, the pressure to get it just right, the fear of missing out on the best deals, the guilt of leaving it too late. But life’s busy, and sometimes plans don’t come together until the last minute, and that’s absolutely ok,” said Zoe Fidler, head of brand and PR at Lastminute.com.
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“This campaign builds on last year’s situational ‘Never Too Late to Book’ message, evolving into a more emotionally driven approach that helps people feel relaxed and reassured, knowing they’ve secured a great holiday deal, even if it’s at the last minute.”
The digital-first work will be rolled-out across various online platforms in the brand’s key European markets, including the UK, France, Germany, Italy and Sweden.
Jonathan Fraser, chief creative officer at Trouble Maker said: “We’ve all had that voice in our head telling us we’ve left it too late or missed the boat. We wanted to bring that to life in a way that’s funny, relatable and reassuring.
“By dramatising the stress voice that lives rent-free in people’s heads and showing how lastminute.com can shut it down, we’ve created a campaign that’s as smart as it is entertaining.”
