What a shock to see a big press campaign, bold full-page ads, for Lastminute.com.au in the Sunday papers leveraging the defeat of the incumbent Prime Minister, Kevin Rudd, in the Australian Federal election the previous night. The theme of the campaign is #whereshouldkevgo and ties in with a site promo. Not much has been seen of this brand in a marketing sense since it was acquired, and subsumed by Wotif.com, a few years ago.
But Lastminute.com.au – which is probably the pinkest website on the planet – retains strong customer loyalty and is attracting an impressive 1.8m site visits a month according to Experian Hitwise. Perhaps this is the first sign of more marketing resources being allocated to the brand, something new Wotif MD Scott Blume alluded to in late March.