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Lastminute.com ads aim to tackle Brexit ‘travel stigma’

Lastminute.com aims to tackle post-Brexit “travel stigma” with a major advertising campaign.

It comes as company research revealed that two thirds of consumers still feel connected to Europe when it comes to holidays, with previous visits and familiarity of the EU countries being the main reasons for trips there.

And the number of people searching for holidays on the site for the period after March 29, when the UK is due to leave the EU, is growing compared to last year, outperforming the pre-Brexit travel period by 30%.

The two-week digital display advertising is due to appear from today (Monday) across major London railway stations such as Liverpool Street, Blackfriars, Cannon Street, City Thameslink and Fenchurch Street.

The ads are designed to reassure travellers and keep the travel spirit alive with the prospect of Brexit just over a month away.

Each display aims to reassure consumers that, whether it’s leave or remain, the firm will “get you there all the same” with its city and beach destination deals.

CEO Marco Corradino said: “We can’t predict what the impact of Brexit will be, but one thing that hasn’t changed over the last 20 years is that people will continue to yearn for inspirational and seamless travel which we’re determined to continue delivering.

“What we are sure of is that Brits will always love European travel, its culture, sites and food.

“We wanted to create a campaign which embodies this, reassuring travellers across the nation that despite the growing concerns lastminute.com will continue making their travel to continental Europe as inspiring, innovative and reliable as ever.”

 

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