A second phase of Abta’s nationwide ‘Travel with confidence’ advertising push is to break on Monday.
The campaign will specifically target 18-24 year old holidaymakers, the consumer group most likely to be late bookers for this summer.
Adverts will run until the end of July promoting the association’s ‘Travel with confidence’ message.
They will highlight why customers should ‘Look for the logo’ and book with an Abta member during the late holiday booking period.
Running across targeted digital media, including Spotify, Instagram, YouTube and Facebook, it will be supported by a ‘Travel with confidence’ hub on www.abta.com as well as an online competition.
The campaign will include banner ads and a short video that will be available for Abta members to share via their own digital channels.
The first phase ran earlier in the year aimed at families and older travellers who are more likely to book holidays further in advance.
The campaign reached around six million people via print adverts in the national press and travel magazines, inserts and targeted digital advertising.
Victoria Bacon, Abta head of brand and business development, said: “Our travel with confidence message really underpins everything we and Abta members do for customers and is particularly important at the moment, given uncertainties around issues such as geopolitics, global terrorism and online holiday fraud.
“We know from our own research that one in five 18-24 year olds (21%) are planning to go on a summer holiday but haven’t yet booked it.
“This phase of our campaign will help us to engage with these younger travellers, encouraging them to book with an Abta member and helping them to get the holiday they’ve paid for.
“We would encourage all members to get involved by using their Abta logo and branding to take full advantage of Abta’s powerful public brand recognition and the confidence this instils.”
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