ABTA, the Travel Association, has launched a regional press advertising campaign to encourage consumers to book with its members following the disruption caused by the recent volcanic ash crisis.
The campaign – which takes the form of a half-page full-colour advertisement – will run in major regional newspapers across the UK including the Evening Standard tomorrow on 14 May and others including the Belfast Telegraph, Birmingham Mail, the Manchester Evening News, the Scotsman, South Wales Echo and Western Morning News during the week commencing 17 May. In total, the ad will be carried in 28 papers with a total circulation of more than two million.
ABTA is underlining the protection and peace of mind offered to holidaymakers when they book via its tour operator and agent members, even in the event of natural disasters or disruptions.
The Association is highlighting the central part it plays in the travel industry in what is its 60th anniversary year.
The ad, created by Siren, carried the strapline: "When it comes to having a great holiday, don't leave anything to chance." And it goes on "ABTA members have been looking after British holidaymakers for the last 60 years, come rain or shine - or even the odd Icelandic volcano." "Book with an ABTA member and you're guaranteed expert advice and unrivalled help in times of trouble. ABTA members helped thousands of customers get home during last month's travel chaos. It wasn't easy, but we did it together."