09 Jun

ABTA launches second phase of ‘Travel with confidence’ advertising campaign

18-24 year olds reminded to ‘Look for the logo’ during late booking period

ABTA today announces the launch of the second phase of its ‘Travel with confidence’ nationwide advertising campaign, beginning on Monday 13 June and running until the end of July. The campaign will specifically target 18-24 year old holidaymakers, the consumer group most likely to be late bookers.

The campaign will promote ABTA’s ‘Travel with confidence’ message, and highlight why customers should ‘Look for the logo’ and book with an ABTA Member as they navigate the late holiday booking period. Running across targeted digital mdia, including Spotify, Instagram, YouTube and Facebook, it will be supported by a ‘Travel with confidence’ hub on www.abta.com as well as an online competition. It will include banner ads and a short video that will be available for ABTA Members to share via their own digital channels.

The first phase of ABTA’s ‘Travel with confidence’ campaign ran earlier in the year and was specifically aimed at families and older travellers who are more likely to book holidays further in advance. The campaign reached around 6 million people through a variety of media, including print ads in the national press and travel magazines, inserts and targeted digital ads.

Victoria Bacon, ABTA Director of Brand and Business Development, said: “Our travel with confidence message really underpins everything we and ABTA Members do for customers and is particularly important at the moment, given uncertainties around issues such as geopolitics, global terrorism and online holiday fraud.

“We know from our own research* that one in five 18-24 year olds (21%) are planning to go on a summer holiday but haven’t yet booked it. This phase of our campaign will help us to engage with these younger travellers, encouraging them to book with an ABTA Member and helping them to get the holiday they’ve paid for. We would encourage all Members to get involved by using their ABTA logo and branding to take full advantage of ABTA’s powerful public brand recognition and the confidence this instils.”

The ‘Travel with confidence’ campaign has been created by digital marketing & communications agency, Big Group.

ABTA Members are encouraged to download the Travel with confidence logo and guidelines