Teaser campaign

This idea involves the turning of a number of seats pink, in the example below on the underground. This would be done on a Monday, it becomes a conversation point as to why the seats are pink, later on in the week (on Friday) an article could appear in the metro, or as an alternative cover as shown below, or as a pullout, or on the platform or above the seat in an advertising slot. Which connects the pink seats with lastminute.com and the notion of booking your seat today.

Had a rough week?
Need a break?
Is work getting you down?
Bored of delays?
Looking for inspiration?
Fancy a change from the usual?
Want to be pampered for a change?

pull up a pew,

Brighten up your week with lastminute.com book your seat today.