Lastminute.com launches risqué Christmas secrets campaign to encourage spontaneous bookings

The drive is led by a new video offering users £20 off their first booking through the app. The 44 second ad, called ‘Get More Than You Expect Tonight...’ was created by the agency Y by PI&C and features a woman getting provocatively dressed while hiding a little secret of her own.

The campaign will be promoted through the firm’s YouTube and Facebook accounts, and former customers via email. This will be backed by print ads in City Am and the Evening Standard. Shareable content will also be distributed through Lastminute.com’s Twitter and Instagram channels.

Kathy Dover, head of brand at lastminute.com, said: “With this video we wanted to give our customers a little bit of humour and a great offer to share, so they can really enjoy the Christmas party season.

”A digital campaign at this time of year is our most effective channel to talk to our target customers, whilst utilising and rewarding our social media audiences. We wanted to create a campaign that was in keeping with our playful personality and that our customers would remember.”

Doug Raboy, chief idea architect at Y by PI&C, added: “With so many wild parties going on, people are going to have lots and lots of secrets this holiday season. We had fun revealing a few of those in this video.”

Lastminute.com launched its ‘Top Secret Hotels’ offering in March earlier this year with a video ad focused on mysterious romance.