The company has approached a number of London-based digital agencies for the project, and plans to increase its digital spend to support the push.
The planned campaign will be supported by a number of elements, including outdoor, the London Underground, ambient and press, which will be created by Lastminute's ad agency, Farm.Last year, the company ran two significant bursts of activity to promote top-secret hotels between March and April and August and September. Creative was handled in-house and media was handled by Smarter Communications.
The hotel booking portal targets urban professionals who take frequent city breaks. It allows them to save up to 75 per cent on hotel bookings across European cities without knowing the exact hotel until after purchase..jpg)
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