Marketing success crashes Lastminute.com

Marketers are bowing their heads in admiration after a charm offensive from Lastminute.com forced the travel company’s website to buckle under the sheer weight of demand.

Thanks to a multi-pronged strategy to revive public interest in the business, a surge of online visitors forced the website to admit this week it was “taking a wee breather.”

Instead of the normal pink and black homepage, some visitors to the website were reportedly greeted with the message “Sometimes it’s painful being popular.”

A spokesperson for Lastminute.com told The Guardian the combined effect of a competition to win a free holiday, a free book offer and the unveiling of the company’s biggest ever TV campaign caused the online stampede.

The televised campaign, said to cost £2million including online promotions, follows the journey of an elderly man touring the grounds of his lavish home and reflecting, as he parades, on his lifetime’s achievements.

It culminates with a close-up of the protagonist who admits he would “give you everything” he has, if you could give him “one last minute” – prompting the audience to consider whether they too are living life to its fullest.

The campaign is supported online by a micro-site linked to Lastminute.com that is inviting entries for an “inspiring lives” video blog competition.

Furthermore, Web giants like Friends Reunited and AOL are carrying banners of the company’s mantra ‘Live every last minute’, reinforced by a new book entitled ‘Lastminute living.’

Inside, details can be found on how to ensure you are living life to the full, with tips on ‘smarter living’ and how to get more value out of experience, as suggested by Lastminute.com’s own customers.

Anyone can log on to take advantage of the free book offer, said to be worth £6.99, start up their own video blog, or read the mini-bios of celebrities revealing how they too, get more zest out of life.

The success for the internet start-up has been compared to the furore that emerged when IKEA first opened in the UK, after the company launched a high-profile ad campaign to drum up interest in soft furnishings. BANK HACKING SOFTWARE BANK HACKING TOOLS BANK ACCOUNT HACKING SOFTWARE HACKED BANK ACCOUNT DETAILS HOW TO HACK A BANK ACCOUNT BANK HACKING FORUM RUSSIAN HACKERS FORUM BANK TRANSFER HACKER LEGIT BANK TRANSFER HACKER BANK TRANSFER HACKERS FORUM ONLINE BANK ACCOUNT HACKING BANK HACK ADD UNLIMITED MONEY HACK BANK ACCOUNT WITHOUT SOFTWARE ONLINE BANK ACCOUNT HACKING GET OVER $100,000 USD MONTHLY THROUGH RUSSIAN HACKERS AND ATM CLONED CARDS, CONTACT US TODAY TO RECEIVE MONEY TRANSFER VIA WWW.BANKTRANSFERHACKERS.SU BANK LOANS CHASE BANK LOANS FOR STUDENTS BANK LOANS FOR CARS BANK LOANS INTEREST RATE BANK LOANS FOR HOMES BANK LOANS CORONAVIRUS BANK LOANS FOR BUSINESSES BANK LOANS FOR STARTUPS BANK LOANS FOR START UP BUSINESS STUDENT BANK LOANS

“Like the opening of a certain Scandinavian furniture store, we are currently installing crowd control at the gates of lastminute.com,” the company told ZDnet UK.

Lastminute.com’s revival began on Tuesday, ensuring offices returning to work the next day – said to be the most depressing day of the year - could log on to start planning their summer holidays without delay.



 

5th January 2006

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