Lastminute.com: Holiopathy

Lastminute.com, has launched an insight-based multi-channel, international marketing campaign, dubbing the term ‘Holiopathy’ to promote its packaged products as a medicine-like remedy to January blues.

The brand surveyed 2,000 consumers to gather insights into January blues which it combined with Google search data showing that searches for ‘work-life balance’ ‘stressed out’ and ‘how to disconnect’ peaked during this period. lastminute.com’s remedies include the ‘Vitamin D Booster’, for those suffering from bad weather, or ‘Routine Remover’, for those wanting time off from the daily grind.

The campaign is based on a dedicated ‘Holipathy’ search aggregator on Lastminute.com structured according to the consumer and search engine data.