European leisure industry giant Bravofly Rumbo Group will change its corporate name to lastminute.com in the course of the year.
This decision was approved at the company’s annual general meeting in Amsterdam earlier.
At the meeting some 55.63 per cent of Bravofly Rumbo Group’s voting rights were represented and all resolutions proposed by the board were accepted.
The change of the corporate name reflects the new brand strategy of the group, following the acquisition of lastminute.com in March 2015.
While the existing digital brands Bravofly, Volagratis, Rumbo and Jetcost will continue to target online growth, lastminute.com will now become the core brand supported by increased marketing investments.
An advertising campaign, with more than double the investment versus 2014, will be launched early June and will run across three key markets – UK, France and Italy – currently representing 65 per cent of revenues of the group.
Beyond the brand strategy, the shareholders at the meeting were also updated on the progress of integrating lastminute.com and Bravofly Rumbo Group into one company, enabling simplification and efficiency, targeting a business model based on one technology platform.
The project is moving at pace and is ensuring both business continuity and synergies generation.
As part of the integration activities and with the objective of a consistent cut of operating costs, the Company has, since in early May 2015, migrated the flight search engine technology and fulfilment of lastminute.com Italy and France to the Bravofly Rumbo Group platform.
The individual websites will maintain the lastminute.com branded look and feel.
The new group is also progressing in developing a state-of-the-art dynamic packaging technology, in order to gain market share in one of the most interesting and structurally growing sectors.
Bringing together the unmatched expertise of lastminute.com in hotels and lifestyle and the advanced dynamic package platform of Bravofly Rumbo Group, the company is now ahead of the curve in simplifying the life of travellers by providing them with tailor-made holiday solutions.