Just weeks after travel company Cox & Kings announced that it had bought LateRooms.com from TUI Travel, the leading hotel booking site is launching a new TV advertising campaign, it’s first since 2013, as part of a £5m+ integrated marketing push.
Entitled “It’s Going To Be A Great Night”, the creative will air for the first time on Sunday 15 November during ITV’s X Factor, after a whirlwind process that has taken just 30 days from agency appointment.
Created by Mother London, four different 30-second adverts focus on the excitement found in the anticipation of a great night. They 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.
Bold new direction
“It’s Going To Be A Great Night” characterises a bold new direction for the brand with a playfully satirical tone. It also creates industry standout by placing a bigger emphasis than ever before on being aligned with the range of reasons behind customers’ hotel stays, rather than providing trip inspiration.
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.
“This moment is also charged with anticipation and excitement, and gave us a great opportunity to have some fun in getting across the brand’s unique personality and tone of voice – something this campaign has done a stellar job of doing.”
Commitment to investing
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 TV adverts were directed by acclaimed comic Director Stephen Pipe for Tantrum, and will run across a terrestrial and multichannel mix between 15 November and 13 December, reinforced by PR, Social and Online, and with supporting activations on YouTube and Spotify.
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