The insights

Visit England’s microgapping strategy promotes 4 core pillars (Go Wild, Learn More, Give Back and Switch Off).

Our consolidated audience of ‘Free and Easy Mini Breakers’ UK millennials represented the perfect match for the campaign.

Starting from the pillars we have decided to segment  our audience further into four group categories: Explorers, Culture Seekers, Relax and Wellness, Charity and Change. This was the start of our  #mymicrogap2020 campaign.

The strategy

We strongly believe that people listen to people, this is why we decided to combine two voices to promote the concept of Micro Gapping: the reliable voice of lastminute.com, spoken through strong creativity and display activity, and some of our travel  influencers - the millennials’ voice.

Campaign elements

We decided to create the following:

• A bespoke microsite with four dedicated landing pages for each core pillar: Go Wild, Switch Off, Learn More and Give Back;

• Display activations on LMN’s owned and operated channels and off-network audience extension to maximise reach and awareness of the campaign;

• UGC social competition on Instagram asking the target audience to recommend their favourite UK Microgap spots around the country;

• 10 day Influencer marketing activation to produce new content whilst enjoying some of the experiences and destinations promoted on the pages.

The tactic

1. INFLUENCER MARKETING:
We have identified the top cities where our UK audiences, experiences and products are based and chose 4 destinations and experiences following the clients pillars: Go Wild - Scotland Switch Off - South Wales Learn More - Belfast Give Back - Cornwall.

Then we planned a 10 day trip in all these locations with some of our travel influencers, selected especially for this campaign.

We managed the entire activation, travelling with them and planning for them to experience some of the key microgapping activities promoted on our pages. The influencers created a lot of content and distributed it to their Instagram communities highlighting the experience. 

2. MULTICHANNEL EXPERIENCE:
We enhanced the campaign with curated traffic drivers (activation banners and social competition) to the bespoke microsite.