The campaign launches today (Friday) with billboard ads carrying the provisional tagline ‘more beaches, better deals’.
Freuds’ hire comes after Euro RSCG Biss Lancaster resigned the lastminute account, which it had held for over three years (PRWeek, 24 June).
Lastminute.com marketing director Vijay Solanki said Freuds had been engaged for a period of ‘not longer than six months’, but declined to say whether the company would then take Freuds on permanently or stage a formal review of its consumer PR account.
Freuds MD Kris Thykier said the agency would support lastminute.com’s summer marketing push, which is aimed at would-be holidaymakers looking for late vacation deals. Thykier added that the agency has also been given scope to introduce more creative elements to lastminute’s PR campaign, but said the strategy would not be celebrity led.
A trend towards later travel bookings has benefited the company, which in May said it had almost doubled sales to £178.8m in the first three months of this year. The firm’s second-quarter profits more than doubled to £30.9m, compared to £15m in the same period last year.
At the beginning of June, lastminute sealed a deal with O2 to sell to the mobile phone network’s customers through a service called DealFinder on their mobile phones.