ABTA campaign to inform and reassure holidaymakers about foreign travel this year
ABTA has a new campaign - #ReadySteadyTravel - to help travellers feel informed, reassured, confident and excited to book foreign travel this year. The campaign will also emphasise the benefit of booking travel through an ABTA Member.
Through the campaign ABTA will be sharing content across online and social media channels and working with national media to help people feel equipped and confident to travel this year. ABTA will also revisit and rerun its Book with Confidence advertising, planned to be a later stage of the campaign with adverts running when they are likely to have the greatest impact.
The campaign will be delivered through a number of phases and will flex and respond to the needs of customers and Members, as well as what is happening in the UK and further afield around the reopening of travel.
The first phase of the campaign saw the publication of a new website hub which has content about travelling during the pandemic (www.abta.com/readysteadytravel). The hub launched in early May to coincide with the announcement of the destinations in each traffic light list.
Content in the website hub includes:
- Get ready for travel – your essential guide (www.abta.com/getreadyfortravel)
- Government requirements for travel (www.abta.com/govrequirementsfortravel)
- COVID-19 – your holiday questions answered (www.abta.com/covid19faq)
- Top tips for booking with confidence this year (www.abta.com/bookwithconfidencetips)
ABTA has been promoting the messages and content from the hub across its social media channels and with national media. There are also assets available for ABTA Members to download, which will be added to as the campaign progresses.
ABTA will also continue to promote the value of booking a package holiday and has a new video on the top benefits of a package, which is also available for Members to use.
The assets for ABTA Members can be found in the marketing toolkit on the Member Zone (www.abta.com/member-zone/running-your-business/abta-marketing-toolkit/ready-steady-travel)
Graeme Buck, Director of Communications at ABTA – The Travel Association, said:
“There is a really important role for ABTA to play in helping people feel confident to travel abroad this year, as well as continuing to put forward the industry’s case on the recovery.
“This week is a shining example of the confusion around the return to international travel. Through our #ReadySteadyTravel campaign we’re working to inform, reassure and excite people about planning and booking a foreign holiday, and help to make things clear. We’ll also be reminding people about the benefits of booking through an ABTA Member and the extra protections provided by a package holiday.
“Given how changeable things are at the moment, the campaign will be agile – making sure it responds to the latest developments. Our big focus right now is helping people feel informed about what they need to do, both from a Government requirement point of view and checking FCDO advice, but also making sure they have everything else in place, from an up-to-date passport to understanding social distancing measures when travelling. And, of course, we’re also celebrating the return to travel and helping people feel excited about the great experiences you get with an overseas holiday.”
Notes to editors
ABTA has been a trusted travel brand for over 70 years. Our purpose is to help our Members to grow their businesses successfully and sustainably, and to help their customers travel with confidence.
The ABTA brand stands for support, protection and expertise. This means consumers have confidence in ABTA and a strong trust in ABTA Members. These qualities are core to us as they ensure that holidaymakers remain confident in the holiday products that they buy from our Members.
We help our Members and their customers navigate through today's changing travel landscape by raising standards in the industry; offering schemes of financial protection; providing an independent complaints resolution service should something go wrong; giving guidance on issues from sustainability to health and safety and by presenting a united voice to government to ensure the industry and the public get a fair deal.
ABTA has more than 4,300 travel brands in Membership, providing a wide range of leisure and business travel services, with a combined annual UK turnover of £39 billion. For more details about what we do, what being an ABTA Member means and how we help the British public travel with confidence visit www.abta.com.