CAA plans post-Christmas campaign to boost Atol awareness

CAA plans post-Christmas campaign to boost Atol awareness

The Civil Aviation Authority will run a new ‘Pack Peace of Mind’ campaign to promote Atol consumer protection to holidaymakers in January.

Now in its fourth year, the campaign will return “just after Christmas”, the CAA confirmed, along with the family of talking suitcases headed by Justine Case which led this year’s campaign.

The animated commercials will appear “extensively in magazine, Facebook, online and Youtube advertising” and for the first time will include radio advertising.

The campaign will run for “at least the first six months of 2016”, with a focus on the peak-booking periods in January and at Easter.

The CAA promises “extensive PR and social media activity” alongside the advertising and said: “Consumers will have plenty of opportunities to find advice on how to protect their holiday.”

The authority is urging the travel industry to back the campaign to ensure holidaymakers understand the importance of Atol protection and look out for the Atol certificate when booking.

The CAA reported in May on research into the impact of this January’s campaign, which included a 30-second TV advert. It suggested this reached a potential TV audience of 23 million and led to more holidaymakers financially protecting their holidays and greater recognition of the Atol certificate.

The study among 1,500 consumers found 71% had protected their last holiday abroad, up from 64% in 2014, and 83% planned to protect their next overseas holiday, up from 75%.

These findings contrasted with a similar survey a year earlier which concluded the 2013 campaign produced only a “marginally higher awareness of Atol” among consumers.

CAA head of Atol Andy Cohen said: “We’ve been really pleased with the impact the Pack Peace of Mind campaign has had, with our research showing people feel more informed about Atol.

“But the risk of holidaymakers booking an unprotected trip and then losing out financially or being left stranded abroad is still very real.

“We want to make sure consumers fully understand why Atol is so important and how simple it is to check for protection.”

He added: “There is an important role for Atol holders to highlight the benefits to consumers and we urge all of them to back the campaign.”

The CAA has pledged to provide campaign materials to Atol holders and asks the trade to share messages on Twitter and on Facebook and to visit the campaign microsite


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