This week we are launching the second wave of our annual “Travel with confidence” advertising, with a late-bookers digital campaign. At the start of year we targeted families and older travellers, the groups that are most likely to book their holidays in advance, and now we will be focusing our efforts on the under-35s, who are more likely to book their holidays late, reaching them via Facebook, Instagram, YouTube and Twitter advertisements throughout June and July.
The campaign will again encourage holidaymakers to ‘Be Smart, always book with an ABTA Travel Company’ and will use the hashtag #beABTAsmart. It will emphasise the benefits of booking with a trusted travel professional, highlighting the support and protection offered by booking with an ABTA Member compared with the potential pitfalls of fraudulent websites, online scams and non-compliant travel companies. Independent research shows that 76% of people say they feel more confident booking with an ABTA Member and the campaign seeks to build on this.
As the campaign gets underway, I would urge all Members to ensure you are using the logo prominently and invite and encourage you to share and support our #beABTAsmart social media messaging on Twitter and your social channels. You can find the ABTA logo, campaign materials and a wide range of sales and marketing materials to help promote your ABTA Membership to customers in our Marketing toolkit.
Mark Tanzer, Chief Executive