ABTA launches 2019 Travel with Confidence campaign
This December, ABTA is launching its annual Travel with Confidence campaign to support Members’ businesses as they enter the most important booking period of the year. The campaign will run until the end of January with adverts on national radio, as well as animations and videos on social media and online sites.
The campaign starts on Monday 16 December with radio adverts on Capital, Heart, Classic and Sunrise with two executions involving a message to look for the ABTA logo when making a booking and another to reassure consumers in the run up to the 31 January Brexit deadline. The Capital adverts target 18-34 year olds, Heart the family market and Classic the over 55s. ABTA is also working with Sunrise radio to reach the Asian market.
Social media activity will include running 15 second animated ‘stories’ across Facebook and Instagram and as a campaign build it will also involve influencers to promote ABTA and its Members. This will go live after the festive season, allowing time for people to engage with their content whilst ABTA’s successful “Trusted Travel Professional” video will be advertised on Youtube.
For its Members focused on selling business travel, ABTA will be running tailored online ads on major booking platforms throughout January.
Victoria Bacon, ABTA’s Director of Brand and Business Development, says, “The ABTA Travel with Confidence campaign will support Members’ businesses throughout the extremely important booking period during the festive period and into the New Year.
“Consumer confidence is essential to maintain healthy bookings, particularly in the run up to the Brexit deadline at the end of January, and I strongly encourage Members to display the ABTA logo prominently, especially in any campaigns, to tap into its resonance with consumers”.
Independent research earlier this year found that 78% of people felt more confident when booking a holiday with an ABTA Member and the Travel with Confidence campaign aims to make best use of this equity.
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Notes to editors
ABTA has been a trusted travel brand for over 65 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.