Lastminute.com pivots to being last minute on mobile

The UK travel booking service Lastminute.com is promising to refocus its business around spontaneous hotel bookings, as the brand launches a ‘Love Living Lastminute.com’ ad campaign.

After seeking to extend its business with a wider leisure proposition, the dotcom pioneer has rolled out a brand strategy aiming to reaffirm its position as the leader in last-minute travel.

The company claims around 55% of all purchases with a mobile device are for bookings within two days, and that it is seeing a 100% month-on-month increase in same-day bookings.

A series of five humorous TV ads, by adam&eve/DDB, dramatises the moment of a spontaneous decision to book a trip.