LONDON — UK travel site Lastminute.com has launched a campaign encouraging lovers to enjoy "the sexy delights of Europe" this Valentine's Day.
It has released a video on its YouTube channel and website positioning the brand as the go-to-site for a "#lustminute" city break.
The campaign will be backed up by PR, press ads, CRM activity and content and hotel recommendations on the Lastminute.com site.
The "sexy delights of Europe" film, created by Adam & Eve/DDB, features a series of sexually suggestive images of famous art, monuments and food items from across Europe.
These include glimpses of Le Pedrera in Barcelona, Venice’s canals and some "master-bakers" in action.
The work was written by Frances Leach, art directed by Christopher Bowsher and directed by Robert Smith through Cain & Abel.
Amanda Cumine, the brand and communications director at Lastminute.com, said: "Who would have thought Europe is such a sensually enticing place?
"With our video we want to put a smile on people’s face or pink flush on their cheeks and reinforce our irreverent brand personality."
Cumine said that over the past year the brand had put out a series of these quicker, funny films that could be put on various channels to engage with consumers, adding "We've got quite a crush on them now".
This article first appeared on campaignlive.co.uk.