03 Dec

ABTA launches 'Travel with confidence' advertising campaign

Aims to deepen understanding of Association’s consumer offering

ABTA is launching a national print advertising campaign beginning on Sunday 28 December and running throughout January. The campaign will support ABTA’s recently launched consumer strapline: ‘Travel with confidence’, highlighting why holidaymakers should book with an ABTA Member as they navigate the busiest holiday sales period of the year.

The campaign will showcase a distinctive new creative for the Association and will appear in national titles, including The Sun, The Sunday Sun, The Daily Mail, The Sunday Mail and all regional Metro editions, supported with editorial.

The advertisements will build on ABTA’s strong consumer recognition of 75% and aim to educate holidaymakers about the benefits of booking with an ABTA Member and the package of support, protection and expertise that ABTA offers consumers

To support the advertising campaign ABTA has also produced marketing materials including a new video and leaflet. ABTA Members who have begun to use the new video alongside the strapline and supportive marketing materials have praised the stronger message that it offers their customers.

Mark Tanzer, ABTA Chief Executive said: “The ABTA brand already enjoys excellent public recognition, with this campaign we want to deepen the understanding of the benefits of ABTA, such as the high standards customers can expect from our Members and the help ABTA offers customers, including travel advice and services such as independent complaints handling. Our customer offer is stronger than ever and this campaign will bring that to life at a pivotal time for bookings.

ABTA Member Doreen McKenzie of Knock Travel said: “ABTA Membership is a very important part of my business as holidaymakers really look for the reassurance that the ABTA logo offers. The new ‘Travel with confidence’ strapline is fantastic as it tells holidaymakers more about why we are Members of ABTA and I welcome ABTA’s efforts to develop this understanding. We are proud to display the new logo and give our customers access to the benefits that Membership provides.”

ABTA Early Bird

During January, ABTA will also be supporting the new “Travel with confidence” messaging through its Early Bird campaign, encouraging holidaymakers to book their holiday early with an ABTA Member. The campaign will run on ABTA’s social and digital channels with promotional support from Heart, across their FM and digital radio stations as well as being promoted to print media titles – including those selected for Travel with confidence advertising. This is the second year that ABTA Early Bird will tell consumers about the benefits of booking early, with an ABTA Member and all Members are encouraged to get involved.

* Consumer research was conducted by Arkenford Ltd (www.arkenford.co.uk) who specialise in tourism and leisure market research. The ABTA Consumer Trends survey generated response from a nationally representative sample of 2001 consumers using an online research methodology and related to holiday booking habits in the 12 months to July 2014. Fieldwork was conducted in July 2014.