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Would-be holidaymakers braved freezing cold conditions to queue up in their swimwear outside a London travel agency in a bid to set a world record.

The stunt, outside the Virgin Holidays store in Kensington High Street, was an attempt to break the world record for the world's largest swimwear queue.

The young men and women taking part were given the incentive of being allowed to pre-register for the holiday company's January sale.

Virgin Holiday's West London store, which officially opens in January, is the company's first permanent high street location.

"It will be very experiential. We want people to come in and play with and experience travel, not just be sold it," said customer director Mark Anderson.