Lastminute.com launches poster campaign

Marketing, 16 October 2003, 12:00AM

Lastminute.com, the travel and leisure web site, is focusing on the struggle for work/life balance with a poster campaign urging consumers to make the most of their leisure time. The four 48-sheet ads, which went up yesterday (Wednesday), play on an irreverent religious theme, taking the form of passages from the Bible. All four feature 'ray of light' imagery, intended to stand for 'inspiration'. The text emphasises making the most of the weekends, with each poster carrying the strapline 'Keep weekends sacred'. The posters are part of a £1m campaign from Quiet Storm, which includes radio ads. In addition, mobile and online media have been used. Media is by PHD.

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