 More recently, the company's communications strategy focussed on a return to its ‘last minute’ roots, promoting the customer savings that can be achieved when booking at the last minute.A revisited focus on ‘the weekend’ has also been an important development for the company, which created a dedicated section of their website in August 2011, providing weekend-specific offers.In August 2014, lastminute.com ranked in 6th place in a Travel Brand Index conducted by an independent market research firm.