ABTA - the Travel Association will launch its 2019 Travel with Confidence national advertising campaign on 25 December 2018, to support the industry’s busiest sales period of the year.
The campaign will launch with a series of four different radio adverts, aiming to encourage people to book with an ABTA Member while also increasing understanding of ABTA’s offer of support, protection and expertise.
The radio adverts are expected to reach more than 6 million listeners and each one has been developed specifically to target a different audience; one for families on Heart DAB, one for young people on Capital DAB and one for the over 55s on Classic DAB.
The fourth brand advert will be broadcast across all three radio stations, and will provide an overview of the benefits of booking with an ABTA Member. It also emphasises this support, protection and expertise means travellers can have confidence in ABTA and its Members.
All four adverts will also include a new ‘sonic identity’ developed for ABTA by Global; a short piece of music for people to identify the Association by.
The radio campaign will be followed by an online targeted advertising campaign on Youtube and via programmatic, which will run between January and February 2019. Holidaymakers can also visit ABTA’s website, abta.com, for tips on how to travel with confidence.
Victoria Bacon, ABTA’s Director of Brand and Business Development, said:
“As we move into 2019 people’s thoughts are turning to booking holidays for the year ahead and we want to remind them of the importance of booking with an ABTA Member, to ensure they travel with confidence.
“This year’s advertising campaign uses a multi-channel approach to reach holidaymakers right at the time of making their holiday decisions and also reflects the diverse range of holidays our Members offer for people across all demographics.
“I would encourage all ABTA Members to get behind the campaign by using the Travel with Confidence logo in their advertising.”
ABTA is the UK’s largest travel association, representing travel agents and tour operators that sell £37 billion of holidays and other travel arrangements each year.
ABTA has achieved Business Superbrand status for the last 12 years and according to independent research*, is the UK’s most trusted travel scheme among members of the public. The same research* also revealed that 3 out of 4 people feel more confident booking a holiday with a company that is a member of ABTA.
For further information, contact:
Tom Sommerfelt, Senior Media Relations Executive, 020 3117 0531
ABTA press office, firstname.lastname@example.org or 020 3117 0596
Out of Hours: Contact the Duty Press Officer via pager: 07623 951 339
Notes to editors
About the research:
*Figures relating to brand awareness are from Arkenford Ltd (www.arkenford.co.uk) who specialise in leisure and tourism market research. The research generated a response from a nationally representative sample of 2,001 consumers using an online research methodology and related to holiday booking habits in the 12 months to August 2018. Fieldwork was conducted at end of July/ early August 2018.
ABTA has been a trusted travel brand for over 65 years. Our purpose is to help our Members to grow their businesses successfully and sustainably, and to help their customers travel with confidence.
The ABTA brand stands for support, protection and expertise. This means consumers have confidence in ABTA and a strong trust in ABTA Members. These qualities are core to us as they ensure that holidaymakers remain confident in the holiday products that they buy from our Members.
We help our Members and their customers navigate through today's changing travel landscape by raising standards in the industry; offering schemes of financial protection; providing an independent complaints resolution service should something go wrong; giving guidance on issues from sustainability to health and safety and by presenting a united voice to government to ensure the industry and the public get a fair deal.
ABTA has around 1,200 Members, with a combined annual UK turnover of £38 billion. For more details about what we do, what being an ABTA Member means and how we help the British public travel with confidence visit www.abta.com.