By John McCarthy, Opinion Editor

November 19, 2014 | 2 min read has launched a Christmas digital content campaign to drive party-goers to the Top Secret Hotels app to book "lastminute" accomodation.

The firm launched the campaign to encourage consumers to book a spontaneous festive trip in response to its findings that 55 per cent of its mobile bookings are made less than 24 hours in advance. A further third of bookings are issued within 12 hours.

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’s Twitter and Instagram channels.

Kathy Dover, head of brand at, 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.” launched its ‘Top Secret Hotels’ offering in March earlier this year with a video ad focused on mysterious romance. Hotels

Content created with: UK & IE is an online travel and leisure retailer. The company was founded by Martha Lane Fox and Brent Hoberman in 1998.

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