Unleash Summer! Brand Partnership Summer Promotion.

Photography, Production and Art Direction.

Lastminute close to becoming the UK’s number 1 online travel company called upon the expertise of London marketing agency spf15 / Cherry London maximise the return on the ‘Unleash Summer’ digital and print campaign through partnerships & below the line activity.

SPF15 / Cherry London, through a broad and extensive campaign of negotiations, delivered an impressive number of key partnerships to connect with women with a focus on penetrating the urban markets of London, Manchester, Birmingham and Leeds.

The promotion ran throughout August, encouraging and inspiring consumers to make the very most of the Summer through Lastminute. The key to this campaign was ‘INSPIRATION’, and through the offerings of relevant brand partners Lastminute was positioned as the place to be.

The partners included Ocado, View, Marie Claire, The Sunday Times and Look Magazines, and Superdrug. Calculated media added-value exceeded £750.000. Tamara Gillan, Managing Director of spf15 explains why this approach works, “By securing relationships with partners, we were able to cost-effectively extend the reach and depth of the campaign and add credibility to the lastminute brand.”

The digital assets, mini-mag magazine inserts and in-store promotional items were developed by spf15 / Cherry London in partnership with Zone and implementing content from all partners. The in-store promotion was rolled out in over a 100 Superdrug stores each with a Lastminute point of sale presence. A well designed co-branded beach bag was also be given away, again providing positive associations with summertime and Lastminute.