A nationwide advertising push to encourage consumers to book with Abta members is to run throughout the “pivotal” January peak booking period.
The campaign, which breaks on December 27, will target families, 18-24 year olds and the over-55s.
Adverts will appear in national media, including the Daily Telegraph and the Mail on Sunday, together with targeted online messages and inserts.
Online competitions running on abta.com will support the campaign, which is designed to promote Abta’s ‘Travel with confidence’ message, as well as highlighting why consumers should ‘look for the logo’ and book with a member of the association.
The messaging and creative design will build on last year’s ‘Travel with confidence’ strapline launch by highlighting the specific benefits of looking for the logo and booking with an Abta member.
Consumers will also be encouraged to book their holiday early with the third year of an Abta ‘Earlybird’ promotion.
This will focus on an ‘Earlybird hub’ hosted on abta.com/earlybird featuring new content, including the development of an interactive booking map for consumers.
The Earlybird campaign will also be supported by targeted online advertising.
Abta head of brand and business development, Victoria Bacon, said: “Our travel with confidence message really underlines everything we do for consumers and this campaign will bring that to life at a pivotal time for holiday bookings.
“I would encourage all members to ensure that they are using the new logos and branding, the Abta brand enjoys excellent public recognition and this campaign aims to deepen understanding, reminding people why they should look for the logo when they book.”
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