Lastminute has unveiled its 'love living lastminute.com' television advertising campaign which starts this evening on ITV2 and will run through the summer.
The company says it has been doing a lot of work around its customers and their needs including monthly research via brand tracker Simpson Carpenter tracking it against its major competitors.
In December, findings from the survey, which includes about 3,000 consumers, showed 70% of consumers see lastminute as the leader in the late booking market.
Marketing boss Sarah Barlett, who joined just under a year ago, says the brand is tapping into trends towards an increasingly late booking window with the five advertisements.
She adds that customers booking for the same day is increasing 100% month-on-month.
One of the ads will focus on mobile as a call to action with lastminute figures showing 55% of mobile bookings are for check-in within two days.
"The brand lives and breathes last-minute travel so the campaign is aligned to that. It feels like it is more relevant than ever for us to be shouting about our lastminute-ness. The whole trend is about the now approach and people wanting instant gratification."
The ads will also highlight the online travel agency's price match guarantee and Top Secret Hotels and will go across lastminute's social media channels although plans have not be revealed.
Bartlett declined to say how much was being invested in the campaign which was created by adam&eveDDB.