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Lastminute.com Group launches new advertising unit The Travel People

Global travel company lastminute.com Group is launching a new media and advertising arm aimed at helping brand and advertisers reach travellers across its network of platforms.

The Travel People, as the new unit is known, will be headquartered in London with regional offices in European capitals like Milan and Paris, and is headed up by former Ebay Advertising Commercial Director Alessandra Di Lorenzo who assumes the role of Chief Advertising Officer.

Utilising audience information and re-marketing techniques, the new advertising unit will offer advertisers the chance to engage with customers across the lastminute.com network, whicih includes Rumbo, Bravofly and Jetcost.

Di Lorenzo believes the launch is a ‘bold new chapter’ for the travel brand and that the ability to connect with 35m visitors, many of them via mobile, will prove an attractive option for clients.

She said: “The group’s diverse portfolio of online travel brands attracts 35 million unique visitors every month, so we’re uniquely equipped to help other brands both in, and out, of the travel sector to reach lucrative travel and lifestyle audiences across Europe.”

Placing an emphasis on the firm’s demographics data and analytics, Di Lorenzo added: “Our powerful data means we don’t just know where our customers like to go – we know what they love to do when they get there.

“With travel sites and apps in 17 languages and 40 countries, we offer access to a truly diverse consumer audience, and help brands to target by passion, rather than by demographic.”

Fabio Cannavale, CEO of lastminute.com group, commented: “The Travel People is a fantastic addition to lastminute.com group and demonstrates our ambition to invest in and grow our unique portfolio of brands.

“Ten million customers enjoy travel and lifestyle experiences with us every year, making us the perfect partner for brands wanting to reach purchase-ready travellers across Europe.”