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Bravofly

lastminute.com group acquires WAYN to boost content offering and audience reach…

The European leader in the online travel and leisure industry, lastminute.com group, has confirmed that it has acquired the largest travel social networking platform, ‘WAYN, Where Are You Now?’, in a bid to garner further traction across the group’s portfolio of travel sites.

It is thought that WAYN will be integrated with lastminute.com group’s new media business, the ‘Travel People’ to mark the next step of its ‘ambitious’ strategy to help advertisers showcase stories through powerful content – engaging a captive audience with WAYN’s 20 million registered members, as well as continuing to attract lastminute’s 43 million monthly unique visitors.

Chief audience architect of lastminute.com group, Marco Corradino, said: “WAYN is the perfect fit for lastminute.com group. The WAYN team is a group of exceptional entrepreneurs who have created a vibrant community of travellers who enjoy sharing millions of travel opinions. Its business complements and expands our offering in Europe and, with its strong social travel network platform; it will become the content hub for our entire group.”

The group’s current network of leading online brands consists of: lastminute.com, Rumbo, Volagratis, Bravofly and Jetcost.