BEST


PR TACTICAL CAMPAIGN


SILVER STANDARD HOLIDAYS UNPACKED


SEVENTY SEVEN PR FOR LASTMINUTE.COM


After a year that saw travellers affected by a succession of issues, Seventy Seven devised Holidays Unpacked to reassert Lastminute.com’s position as a challenger brand. The aim was to illustrate how Lastminute.com was ‘serious about fun’ and the only travel company campaigning on the customers’ behalf to get the best service and deals — while ensuring that supplier relationships remained unaffected.


Using research tools to gauge consumer views on a variety of issues, a report was published that positioned the brand as expert, trustworthy and on its customers’ side. Supported by press releases, this was distributed to the news desks before being rolled out across travel and features pages and broadcast and online media. A radio campaign featuring high profile company executives further drove the repositioning brief.


The campaign helped Lastminute.com return to its roots as the original challenger brand in travel, generating 60 positive items of coverage with 82% message delivery, reaching 38% of Lastminute.com’s audience 2.4 times.


SECOND PLACE: SILVER STANDARD Launch Group for Virgin Holidays with Virgin Holidays Burlesque


THIRD PLACE: SILVER STANDARD Seventy Seven PR for Jersey Tourism with Mymemory.Com World Beach Art Championships, Jersey


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