ABTA – The Travel Association is launching an integrated PR and Marketing campaign – “ABTA Early Bird” – encouraging British consumers to book their holidays early and to book with an ABTA Member.
Starting on Monday 20 January, the week-long campaign will include advertising, PR and social media activity as well as the creation of a dedicated “ABTA Early Bird” hub on ABTA.com which will feature advice on booking early; a new interactive web tool providing destination inspiration; and an embedded twitter feed from ABTA and its Membership offering tips and deals.
ABTA Members are encouraged to take part in the campaign throughout the week by tweeting their services and holiday deals through #ABTAearlybird and by promoting the links to abta.com/earlybird on their own websites. The #ABTAearlybird feed is expected to reach hundreds of thousands of consumers.
During the week, ABTA will also be partnering with Capital FM to run a five day long national radio campaign, offering advice on why it is important to book holidays early and providing some inspirational ideas on destinations to visit. The radio adverts will be heard over five million times during the five days across the entire Capital FM network.
The “ABTA Early Bird” campaign is part of ABTA’s “Look for the Logo” initiative which aims to educate consumers about the benefits of booking with an ABTA Member and remind them to look for the logo when they book. This is the third phase of ABTA’s “Look for the Logo” campaign which reached tens of millions during 2013 through PR activity, social media, a university roadshow, poster campaign and new marketing materials.
Victoria Bacon, Head of Communications ABTA said: “ABTA Early Bird is all about letting people know about the benefits of booking their holidays early in the year, and making sure they do so with an ABTA Member. We are looking forward to having as many Members as possible get involved, the more Members who promote their services and holiday deals, the more consumers will get the message about the benefits of booking early. Many Members are marketing their holiday deals so the campaign will provide a further boost to that activity.”
For more information visit www.abta.com/earlybird