Aussies were once known as adventurous globetrotters.
But research revealed 62% of us are now preferring a ‘routine weekender’ over a wild impromptu jaunt. So, lastminute.com.au decided to bring back spontaneity. With… the Cards of Spontaneity.
A game containing thousands of random trip challenges which encouraged Aussie travellers to think outside the holiday box labelled ‘the bleeding obvious’.
The wildly written combinations worked. Generating over 24½ million media impressions, and a social media reach of 847,224 game plays. Not only inspiring Aussies to live more last minute, but reigniting the idea of what travel should be all about.