ABTA – The Travel Association, has planned a marketing burst for January to capitalise on the busiest booking period of the year.
The plan is for an integrated campaign encouraging consumers to book with ABTA members using a range of PR and advertising tools including online, broadcast and print media.
For the first time, ABTA has engaged a digital agency, Five by Five, to take a first step into online marketing, opting for some paid search and site specific activity. Additionally, a PR agency, Paratus Communications, will support the in-house press team, with a brief to expand consumer media targets. A week long campaign on Classic FM will take place during the week of 20th January, reinforcing the ‘Book With Confidence’ messages to those consumers who are likely to have a high level of awareness of the ABTA brand.
Commenting on the campaign, Head of Communications, Casia Zajac said: “I have always believed that taking an integrated approach to marketing and PR not only gives you a better return, which is very important for a membership organisation such as ABTA but with such a wide ranging and diverse market, allows for a creative approach with which to reach our audience.”