BBH books LastMinute.com

Creative agency BBH has been appointed by the European leader in Dynamic Holiday Packages, lastminute.com, to develop a new brand platform for key European markets.

Deemed as “under 30 days”, the travel category has seen a boom in the “last minute” booking window. As consumers look for greater reassurance under increased financial pressures, geopolitical uncertainties and unreliable climate, the need for greater flexibility of destination choice and importantly, when you choose to book is only set to grow in 2026. This consumer need, coupled with increased investment has set the stage for lastminute.com in 2026.

The agency began working at the start of the year and the first campaign is due to launch this summer. In the initial meetings, BBH ran in-depth analysis of the category, what to avoid, how to zag (stand out), and how to make a virtue of the lastminute.com name. 

Zoë Fidler, Head of Brand at lastminute.com said: 

“It’s an exciting time at lastminute.com. Last minute booking behaviour is increasing, our customer base is growing and we are in prime position to take on a category full of tropes. BBH fully embraced tackling this challenge from the first meeting we had. They immersed themselves in our audience and their zag philosophy is exactly what we need for the next stage of our growth. We are excited to be working together and cannot wait to see what 2026 holds for our partnership.”

Saskia Jones, Deputy CSO at BBH said:

“There’s not many brands you come across that have managed to not only become part of the vernacular, but who are also at their core, a zag in the category. With big growth ambitions the opportunity to take what made lastminute.com great in the first place and use that to make them bigger and better in 2026 and beyond, is banging and we can’t wait to get started.”

Bartle Bogle Hegarty (BBH) is one of the world’s most famous creative agencies. Founded in London in 1982, it has offices currently in Dublin, New York, Mumbai, Singapore and Shanghai.

lastminute.com is the European leader in Dynamic Holiday Packages. Fully licensed and with a unique search engine giving unlimited real-time travel combinations from their 3.3m accommodations, 400+ airlines and transportation suppliers they offer both customer protection and exclusive deals.