Lastminute.com is launching a Pan-European marketing campaign, its first ever social-led campaign.
It will run from now until the summer initially on Facebook and Instagram, including Instagram Stories and short videos.
A new TV advert is also set to air in the UK, France and Italy next month.
The ‘Whatever Makes You Pink’ campaign is centred around ‘Flamojis’, CGI flamingos created by campaign agency Publicis London.
It starts by highlighting how flamingos are born grey and then ‘turn pink’ doing what they love – eating prawns – with the creative complementing lastminute’s pink identity.
The online travel agent, which celebrates its 20th anniversary this year, said the campaign is a ‘significant brand investment’ across the three markets.
The campaign is part of a wider work redefining the brand positioning under the strapline ‘Get Busy Living’.
Elena Galli, head of brand marketing, said: "We wanted to take a strong position on a cultural attitude, that modern living is full of endless distractions, meaning we waste time on things that don’t really matter. Travel frees people from this cycle and enables you to reconnect with the best of you.
"The Whatever Makes You Pink campaign differentiates us from the more functional approach taken by many competitors and will resonate with our customers needs."
