lastminute.com is behind the times with copycat campaign

9 Nov

Competitions are PR gold because they drive engagement with your target market. I’ve launched a few of them in my micro career – from the Best British Roast Dinner to the Best Dressed Pub – and it’s safe to say there’s no campaign that won’t allow you to bring out consumers’ competitive streak.

But the one that the PR industry remembers – which broke all the rules, offered a top prize, won awards and international coverage – was Queensland’s 2009 ‘Best Job in the World‘. So, when I saw the lastminute.com was looking for a ‘spontaneity champion‘, to indulge in luxury mini breaks across the world and share their experiences with the brand, I was a little disappointed.

There’s no shame in being inspired by other campaigns, but if it doesn’t take it to another level then have you really done your job? (#JustSaying)

lastminute.com’s competition has already been talked about by almost every UK national newspaper, but to add some extra sparkle, I’d promote it in the following ways:

Pack a suitcase
Package the competition up as part of a wider feature with top tips for frequent travellers; travel blogger profiles; and ‘how to…’ articles on spending 24hours in the most popular cities. The content can be run as part of an advertorial within a magazine like Time Out or pitched into a range of websites.

Pin it to win it
lastminute.com is on the right track when it comes to social media, by encouraging the eventual champion to share their experiences, but it could take it one step further by utilising Pinterest.

This story is great, but there’s nothing worse than reading about a competition you didn’t win, so why not continue the celebrations by giving people a chance to win a trip to the destination on a picture they ‘re-pin’?

Talk to the experts
If you’re sending someone on a ‘trip of a lifetime’ every weekend for a year, they’re going to become experts in destination hotspots, hidden culture and emerging trends. So leverage their expertise by hosting a press event at the end the year for a campaign round-up. lastminute.com could go it alone, if they have the budget, or partner with a well-known travel conference and secure a speaking opportunity as part of a sponsorship package.

By inviting journalists and bloggers to hear the stories, and also do a ‘big reveal’ for next year’s campaign, they can keep the brand in the news.

So, there it is. Three ideas to better organise the campaign around the spontaneity champion. Are you up to the challenge?

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