Our agency worked with lastminute.com to offer one lucky Brit a 32,000 mile, £20,000 ‘One Heck of a Summer’.Summer 2009 and lastminute.com, the leading travel and lifestyle retailer, announced the search for the first official lastminute.com ‘Globe Trotter - offering the ultimate ‘silver lining’ to unemployed Brits. Their role? To venture to destinations near and far, and experience the best of what lastminute.com has to offer. The chosen national winner travelled over 32,000 miles, spending 60 nights away and visiting eight cities across three continents, the itinerary equivalent to an impressive £20,000.

Two additional regional winners were chosen from Birmingham and Manchester to enjoy a similar prize. The winners reported back about their experience via the lastminute.com blog and supporting social media channels.

The PR campaign generated an impressive 119 pieces of media coverage delivering a PR value of £426,232 and an OTS of 28,168,000 with wide reaching coverage including The Sun, Daily Mail and ITV.

Launching the search: Supported by YouGov research, lastminute.com launched a nationwide search to find one winner to travel the world, enjoying the best of what lastminute.com offers. They would report back via their very own blog www.oneheckofasummer.com.Announcing the winner: A shortlist of entrants were invited to face a panel including travel experts Chris Moss (Time Out) and Dan Bladon (Phileas Blog). One national winner was chosen plus two regional winners from Birmingham and Manchester to support the brand strategy to reach consumers beyond their London and South East base.Following their journey:Each globe trotter showcased their journey through blog entries with accompanying assets.Securing two nationals, Daily Star and Daily Mail accompanied the national winner for one destination on the journey.Reviewing their experience:As the globe trotters neared the end of their journey, wrap up pieces were secured in The Sun, Leicester Mercury and Stockport Times.

Our agency achieved 119 pieces of coverage including:4 TV hits including ITV Central, Sky News and CNN7 national hits including The Sun, The Times and The Daily Mirror8 regional hits including Birmingham Mail and Manchester Evening NewsA weekly blog appearing on Birmingham Mail Online• 18 radio hits including BBC West Midlands, BBC Radio Leeds and Kerrang• 81 online hits including Mail Online, Telegraph Online, Mirror Online• Through the campaign over 28 million consumers were reached • All coverage was evaluated independently by Media Proof and delivered a value in excess of £426,232 PR value• 2.84:1 ratio of return on spend and £15.13 return on value• Great content was created to drive interest, conversation and traffic to the site.

• The blog generated over 10,000 page views and referring traffic to the lastminute.com site noted a significant increase.