Video viral of the week: LateRooms ditches ‘unrealistic’ travel ads with £5m campaign

17/11/2015

Hotel booking site LateRooms.com has launched its first TV ad campaign since 2013 as it aims to improve brand awareness and move away from the ‘unrealistic, white noise’ advertising it claims its rival are currently offering.

LateRooms.com is launching a new TV advertising campaign, its first since 2013, as part of a £5m-plus marketing push.

The ads will run across a terrestrial and multichannel mix between November 15 and December 13, backed by PR, social and online, plus supporting activity on YouTube and Spotify.

The multichannel campaign launches just weeks after the company was sold by TUI to Cox & Kings.

Entitled 'It's Going To Be A Great Night', the ad will air for the first time on Sunday during ITV's X Factor.

Created by Mother London, four different 30-second adverts tell the stories of a die-hard Chris de Burgh fan, a group of friends heading to a Christmas fancy dress party, a young football supporter, and a middle aged man getting ready for New Year's Eve.

Spotify users will be able to access playlists, while there will be pre-roll and display advertising on YouTube.

Head of marketing at LateRooms.com, Georgina Crosswell, said: "These adverts perfectly capture the moment of uncontrollable excitement and anticipation that we all experience when we know that a truly great night lies ahead.

"Placing LateRooms.com in the consumer's mind at this point - when they first decide or discover that they'll be going away - taps into the very first moment that the brand becomes relevant for them, which is precisely where we need to be.

"The speed with which the whole campaign has been created and delivered - just 30 days from appointing a creative agency to airing on TV, as well as across all Marketing channels - is unprecedented, and we're very proud of the result."

Hugo Kimber, executive chairman at Cox & Kings Leisure Division - Europe, said: "The LateRooms.com brand is an incredibly valuable asset in its own right, and investing in this is key to the success of the business.

"Authorising a fully integrated advertising campaign was one of the first actions taken post-acquisition, and is testament to Cox & Kings' commitment to investing in the vibrancy of the brand."

The ads will run until December 13, with supporting activity on YouTube and Spotify.

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