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-d -h -min -sec set for new advertising campaign featuring new characters Ben and Lucy


By The Drum Team, Editorial

February 7, 2012 | 2 min read

Online hotel booking specialist is to run a new advertising campaign from next week that will introduce the strapline; “LateRooms.Com. For your every need.”

The campaign, which will run across TV, print and online media, highlights the love story of Ben and Lucy and their ever changing needs.

Jessica Reading, director of marketing & user experience at, commented: “We set out to show that is about so much more than just last minute deals. We understand that our customers have different accommodation needs, influenced by the reasons they travel and who they travel with. The story of Ben and Lucy brings to life the needs, desires and decisions experienced when booking a hotel, and signifies an exciting new direction for our advertising campaign. We feel that the content successfully represents our dedication to not only offer great value for money, but to empower and inspire consumers when they are looking for somewhere to stay.”

The campaign, which rolls out on 11 February, has been created by Beattie McGuinness Bungay, with creative by Nathalie Turton and Lorelei Mathias.

Turton and Mathias, explained: “The idea was borne out of looking at just how many hotel and facility options there are on the site. We realised you could tell a story by what filters people might select. For instance, ‘Backpacker, one person’ can be a euphemism for ‘Help, get me out of here!’, whereas ‘Romantic retreat, two people’ is the ultimate expression of ‘Get a room!’ In our ad, these animated filters not only act as a storytelling device, but as markers on one couple’s journey - from single professionals to expectant parents. In this way, we create a seamless link between people’s real world needs, and the site.”


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