Lastminute.com looks to ‘own its name’ by injecting humour back into the brand
As part of its new brand strategy, Lastminute.com hopes to position itself as the go-to place for last minute deals in a “very competitive” travel landscape.
Lastminute.com wants to stand out in a “sea of sameness”, returning to its roots by injecting humour into its new brand strategy.
“We know that Lastminute.com is known for last minute holidays whether we have explicitly communicated it or not,” says brand director Ruchika Kalra. “Now it’s time to go out there and own that more explicitly.”
The 26-year-old brand originally launched as an experience brand offering last-minute deals on movie, spa and theatre tickets, over time transitioning into a travel company.
“Lastminute.com was a phrase everyone very commonly used,” she says. “But with the transition of product, we started shying away from using our name with as much authenticity.”
