Two months on from bedding in its purchase of Lastminute.com, Bravofly Rumbo has won shareholder approval to banish its former brand name forever.
The new corporate identity for the group will come via the brand name from its $120 million purchase in December last year.
The company had said in March this year that Lastminute.com would soon become the primary consumer-facing brand.
Announcing further details this week, Bravofly, Volagratis, Rumbo and Jetcost will be used to "continue to target online growth" (read: traffic capture tools), but the pink'un will be on the receiving end of its increased brand marketing efforts.
This move will be supported by an advertising campaign from June this year in three major markets: UK, France and Italy (the three countries account for 65% of revenues across the new group).
Beyond the branding elements of the acquisition, details are emerging about the background to the deal and what the new, enlarged group hopes to do next.
Chairman and founder of the group, Fabio Cannavale, told the Phocuswright Europe conference in Dublin last week that one of the reasons behind the acquisition was Lastminute.com's relative cut-price.
Highlighting how the Sabre-owned online travel agency had "never made any money", Cannavale admits bluntly:
"I always try to buy companies that are cheap."
He certainly did on this occasion - Sabre splashed out around $1.2 billion for the company in 2005 as part of a strategy to grow its Travelocity consumer business around the world.
So what will Cannavale and chums do with their new purchase (beyond playing with brand names)?
The company is certainly doing well with the rhetoric, with it claiming to be "developing state-of-the-art dynamic packaging technology" in a bid to increase its presence and market share in "one of the most interesting and structurally growing sectors" of the industry.
Cannavale adds:
"We want to be a distinctive company, with the same ability to transform the travel industry that Apple showed in changing the technology market."
With Booking.com leaps ahead of the group on the hotel side, and Expedia already an established player in dynamic packaging, Lastminute.com will have to come good on its promise to be "ahead of the curve" on providing do-it-yourself trip planning and booking.